Analyzing Commercials!! 61pare them to the actual timings of the final film. Refer to the storyboard
below.
Example 4-1 Os-Cal.Os-Cal Commercial Campaign
Os-Cal is a calcium supplement. The client chose to design a campaign
composed of numerous television commercials. Peggy Fleming, an Olym-
pic gold medalist in ice skating, was chosen as the spokesperson. She was
selected because of her age, her fame, and her fitness; she is an ideal role
model for the target audience.
The concept of the commercials was for Peggy to skate while telling
the audience how Os-Cal has helped her to avoid osteoporosis by provid-
ing a calcium supplement.
The title of the commercial is ‘‘Older and Wiser,’’ and this version runs
15 seconds (the campaign also included a 30-second version of the same
commercial). Each timing is a full sentence.
Frame$1 (two kids on ice, ages 9–12). Peggy Fleming is skating (her
name is superimposed on the screen), and she says, ‘‘Now that I’m older
and wiser,’’
Frame$2 (still skating). ‘‘I think about the brittle bones that’’