I added some more detail in the final draft, and kept the “typical” beach scenes all completely close up. The addition of a character to “stop the action” has also been added to connect the two distinct parts of the spot together.
The creative concept of this 30 second commercial is to give viewers a sense of being at the beach on a typical sunny day, but things aren’t what they seem. The scenery will be iconic to the Seaside Heights, NJ boardwalk, which is where the Polar Plunge takes place. The first part of the commercial establishes the scene as that of a crowded beach on what the viewer assumes is a typical sunny, summer day. The sounds of a typical day at the beach blend together from shot to shot and are paired with upbeat music. The quick shots of “typical” beach scenes set the stage, but don’t give the viewer a solid shot of anyone person in particular. There are subtle, “subliminal” messages in the scenes in the form of strategic logo placement (the Plunge and Special Olympics New Jersey logos).
Suddenly we see the “typical” action on the beach come to a complete stop as a beach-goer sounds an air horn. It’s clearly a cue for everyone to STOP and prepare for something. An announcer starts to countdown as techno music starts to play. A closer look at the scene shows the beach scene isn’t so typical after all…many people are in costume and everyone is clearly very, very cold. It’s winter! Two onlookers witness the action while bundled up in winter gear. They are inspired by the fun and decide to run into the water too. The spot ends with a tag of the Polar Plunge logo, the Special Olympics New Jersey logo and the phrase, “Get Freezin’ for a Reason” and the date of the event, along with a basic voice over call to action. The event website is listed at the bottom of the screen.
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Video |
Audio |
1 |
CU of a group of feet in the sand on what is clearly a sunny day. Three sets of feet are visible and moving as if to show that the individuals are happily chatting with one another while sitting in the sand. |
Fun, upbeat instrumental track plays in the background. The sound of laughter coming from this group of friends. Waves crashing, the buzz of the beach. |
2 |
CU of a pair hands building a sandcastle. The cup being used to make the mold in the sand subtly has the Polar Plunge logo on it. |
More distant laughter and the sound of waves crashing. |
3 |
CU from behind of three people happily playing volleyball on the sand. The volleyball has a Special Olympics New Jersey logo on it, but is not blatantly obvious. The ocean can be seen over their shoulders, through the volleyball net. |
Laughter, the sound of a volleyball being hit, waves crashing.
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4 |
CU of legs on a beach towel. Part of the Polar Plunge logo is subtly visible on the towel. The legs of the sunbather cross and uncross. The ocean can be seen in the background – the shot is taken from the perspective of the sunbather. |
Waves crashing, distant sounds of laughter. |
5 |
CU from behind a group of friends on the Seaside Boardwalk. Over the shoulder shot as they walk on the boardwalk in the direction of the ocean. The boardwalk is packed with people. |
Arcade sounds, the muffled sound of chatter from restaurants, the clicks of glasses. |
6 |
CU of an open cooler and beach umbrella in the sand. A packed beach can be seen in the background. The beach umbrella has a pattern of Special Olympics New Jersey logos. |
The hum of a busy beach, crashing waves. |
7 |
CU of a beach-goer in sunglasses, smiling and looking in the direction of the water. A crowd is clearly visible, but blurry, behind him. Suddenly, he holds up an air horn and presses the button, causing everyone on the beach to stop, and look in his direction, ready for some sort of action. |
The loud sound of an air horn. |
8 |
WS view from the ocean looking toward the beach, as if the camera is on a boat just off shore. The giant crowd on the beach has suddenly stopped moving. Everyone is looking in the direction of the camera. |
The beach sounds have stopped, the upbeat music is silenced. The sound of the air horn in heard in the distance. Water lapping against the boat. |
9 |
A tight pan of the entire crowd – they are clearly all looking toward the water, and the viewer can see the breath of everyone on the beach. Several individuals are dressed in costume (an Elvis, a group of women in tutus, super heroes). Many are clearly shivering, teeth chattering. |
A voice comes over a loud speaker: THREE, TWO, ONE… Cue the techno rock fast paced music. |
10 |
WS of the crowd running directly into the water, en masse. |
Loudspeaker: PLUNGE!!!!! The cheers and yells of joy and heard coming from everyone in the crowd. |
11 |
MS of Plungers frolicking in the water, clearly having fun |
Sounds of splashing, yells of joy and excitement are coming from the crowd. |
12 |
Over the shoulder shot of two people looking toward the ocean at all the action. These people are wearing winter coats, ear muffs, boots, pants and gloves, clearly looking stunned. |
The distant sound of the Plunge action can be heard in the background. |
13 |
CU of the two Winter People looking at each other, clearly stunned. |
The techno music is still heard in the background |
14 |
CU of Winter Person #1 giving a knowing nod towards the water while looking at Winter Person #2 |
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15 |
CU of Winter Person #2 smiling and shrugging as if saying, “Why not?!” |
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16 |
MS of the two Winter People running toward the ocean together, smiling and yelling with joy |
Winter People: Yahoo!!!!! |
17 |
Text appears on the screen with the Polar Plunge logo and the phrase “Get Freezin’ for a Reason” along with the Special Olympics New Jersey logo. The event date and website are listed at the bottom of the screen |
VO: Get Freezin’ for a Reason. Support Special Olympics New Jersey. |