Brief
1. We would like you to develop a script and storyboard for a new Bertolli television ad that will express the Mediterranean lifestyle that Bertolli has become associated with, but this time with an up-to date and modern twist.
2. In addition to the TV script and storyboard we would like to develop Ideas for other media channels (print, digital, events and activations) that also express the core of the Bertolli brand which is – “An olive oil spread that come from the sundrenched olive groves of the Mediterranean.”
Your ideas should aim to communicate the following:
Olive oil is a naturally healthy foodstuff – and so is Bertolli
The olive oil in Bertolli comes from the sundrenched olive groves of the Mediterranean
Bertolli has been making olive oil for over 140 years
Stay true to the brand by keeping the product story (Bertolli is made by experts with quality olive oil from sundrenched Mediterranean olive groves) central to your idea. Imagery should be real, authentic Mediterranean, but with a modern twist. Use beautiful food imagery in order to enhance the taste association between Bertolli and olives.
One liner
Old Italy meets New Italy. Despite their differences, they still appreciate the finer things in life.
Explain the broad concept in one paragraph.
Bertolli helps you maintain a healthy and balanced diet, giving you more opportunity to enjoy and celebrate what’s important – family, fun and fulfilment.
Provide a broad explanation of the environment in which the story takes place.
Rural grandparents go to visit their urban dwelling offspring and grandchildren in a plush Milan apartment, filled with some of the most erudite examples of cutting edge Italian design
- Modern Italian Design: sleek, contoured couture
- Italian city, cramped, built up, crowded, noisy – lots of traffic
- Parochial Rural Vs Sophisticated Urban
- Older Generation experiences the lives of a Younger Generation
What effect would you like your idea to have?
Update the brand by tapping into a different perspective of Italian heritage – stylish urban modernity – without neglecting the brand’s rustic roots.
Script
Bertolli TVC Script
TELEVISION SCRIPT TEMPLATE
DESCRIPTION : TV – 30”
DATE : 030311
IDEA TITLE : Città e Provincia
_________________________________________________________________________
Early morning, an old car travels along a remote, dusty country highway in rural Italy. The driver and passenger, an elderly couple, pass by olive groves and a sign indicating their destination, Milan, is several hundred kilometres away.
VO: Like the olive groves of southern Italy, the branches of the family tree grow far and wide
The old man at the wheel yawns, so his wife shows him a picture of their son and his family who they are going to visit, before producing a light snack, olives, cheese and spreads Bertolli on some ciabatta bread for him. He smiles at her gratefully.
A few hours later, the old woman is now at the wheel as the car rolls into heavy traffic in the city. She peers worriedly over the steering wheel, overwhelmed by the aggressive nature of other drivers.
The old man is asleep in the front seat next to her, his Panama hat covering his face. A series of car horns beep in unison, waking him suddenly, as he comes too, realising where they are, as they pull up outside a smart apartment building.
VO: But the roots remain deep…
Their adult son, a smartly dressed designer/architect opens the door to his plush Milan home. He and his beautiful, chic wife kiss the old couple repeatedly on both cheeks, and lead them into the apartment, which filled with some of the most erudite examples of cutting edge Italian design – everyday objects that just don’t seem to make any sense to the older couple who eye the surroundings suspiciously – unwieldy style over substance furniture.
Rather than rush to greet them, the opened armed grandparents are dismayed to find their grandchildren playing computer games and surfing the net, than running around playing. Life’s very different here to the one they know.
VO: Despite our differences, we all have one thing in common – our love of food
However as lunch is prepared, it’s evident that something’s right – they sit down to an al fresco balcony lunch and Bertolli is a key component. The grandparents produce presents from the country for the hosts – some traditional Italian cheese and wine from back home, candy and outdoor toys – a football – for the children, and all is well.
The grandfather then picks up a rather bewildering, design heavy implement he can’t make any sense of or find any use for. It turns out it’s a very simple to use object – a bottle opener – that he has upside down.
VO: Bertolli. Designed for everyone to enjoy
Background Idea
Intro
I see this campaign as the starting point for a longer-term brand narrative. While the ideas submitted are designed to be standalone ads, I’d like to introduce a traditional Italian family – The Bertollis – who would feature in these and future ad campaigns.
The idea would thus have longevity through the narrative progression of each character, each of whom would feature in different ads over the course of several years. I also see that there’d be potential in making each family member accessible via social and location-based media – essentially, make them real people that consumers can interact with, and look to for advice and conversation.
La Famiglia di Bertolli
The modern Italian family, close-knit in sentiment, but physically distanced from each other. However, they’re still able to maintain some family traditions, despite their differences. These revolve around fun, family and food.
The parents – Silvio and Cecilia – live in a rural village in the South of Italy. In their 60’s
Children – three sons and a daughter.
Eldest son – Marco, 42 – lives in a large town close to his parents. Works as an official for the municipal government. Married. Twin sons. Parents find him uptight, and often look to him for favours, and for him to use his local influence, which he finds difficult.
Middle son – Ettore, 37, an architect living in Milan, with his wife, two young daughters and a son. Loves modern design. Parents find his urban life totally at odds with what they’re used to.
Daughter – Enza, 34, a fashion designer, lives in Paris, getting married – finally – to a Frenchman – who has a daughter from a previous marriage. Career driven. Little time for much else, or so it seems. Parents are proud, but don’t really understand – or approve of her life.
Youngest son – Salvatore, 26. Lives at home with his parents. Lazy, but a playboy in his own world. Lots of friends. Works with his father tending the olive groves. Lovable, rugged and handsome. Parents put up with his errant ways in order to keep him close by.
Additional Ideas
Brief
In addition to the TV script and storyboard we would like to develop Ideas for other media channels (print, digital, events and activations) that also express the core of the Bertolli brand which is – “An olive oil spread that come from the sundrenched olive groves of the Mediterranean.”
Your ideas should aim to communicate the following:
Olive oil is a naturally healthy foodstuff – and so is Bertolli
The olive oil in Bertolli comes from the sundrenched olive groves of the Mediterranean
Bertolli has been making olive oil for over 140 years
Stay true to the brand by keeping the product story (Bertolli is made by experts with quality olive oil from sundrenched Mediterranean olive groves) central to your idea. Imagery should be real, authentic Mediterranean, but with a modern twist. Use beautiful food imagery in order to enhance the taste association between Bertolli and olives.
Ideas
La Famiglia di Bertolli
Social Media
Facebook, Twitter, YouTube, Foursquare
Create profiles for each character across each of these channels and have them interact with each other and consumers. Needless to say, there’s endless scope here for content and these are some very top-line ideas.
By establishing these profiles, there’s ample opportunity to leverage additional online activity, such as a Facebook ‘soap opera’ which would see the characters debate a point of contention from a TVC online, inviting consumers to join in.
Twitter could be the idea platform to align the brand with Mediterranean cookery, The mother of the family could answer cooking dilemmas, giving tips and advice.
On YouTube, exclusive pre-broadcast ads could be shown, and an online TV show developed – a family drama involving the characters and their relationships – as well as a cookery show.
Using Foursquare, characters could leave tips in specific restaurants and supermarkets, to recommend particular dishes and menu ingredients.
On -pack AR glyphs
Bertolli special packs would have an AR glyph (QR code) on them, that when held up to a webcam, plays the most recent TV on the computer screen.
Prior to the TV ads airing, introduce each family member of the through a series of print ads, simply showing their name, a few lines about them, and a link to their Facebook profile in order to encourage consumers to engage with them via their social networks avatars.
