Product: Durex Kondom
Durex Take The Lead - It’s Time 30
Step 1
Competitor:
Sutra kondom Iklan Kondom Sutra - Duo Biduan #EnaknyaSamaSama (2017)
Fiesta kondom Iklan Kondom Fiesta - Safety Airlines 60sec (2017)
- Media Language
- Audience
- Representations
- Industry
Step 2
Durex condom ad
Idea: The ad focuses mainly on the female taking lead
Media language
The camera focuses on the female (camera)
The female’s clothing is more glamorous than the male (Mise-en-scene)
Uses female voice for narration (sound)
Audience
Target audience are females who want to ‘take the lead’.
Representations
The ad represents strong women who can take the lead, this is to break the
stereotype that women can
only follow men while they do all the work. This ad is a countertype.
Industry
I think the the production budget is pretty high because Durex is a well
known multinational company. It is distributed digitally because it is easier
to spread and because the topic of contraceptives and other
sexual products are still taboo in Indonesia, traditional ways of distribution,
such as using paper, is not viable. It is circulated on online platforms such
as YouTube in a form of video advertisement.
Sutra condom ad
Media language
The very casual clothing the man was using indicates that it is affordable- Indonesia and attracts a lot of attention
Audience
Target audience are people who prioritise safety over pleasure, as mentioned
by the actress. It also is
clearly targeted to Indonesians from the actors’ clothing and they dance.
Representations
The advertisement represents Indonesians in a stereotypically way, from
the type of dance and type of music, to the type of clothing. Everything
about the advertisement represents Indonesians, from the price to what
the product is capable of.
Industry
Sutra is a local brand which means that it might not be as well known
as its competitor, Durex. This means that it has a smaller production
budget which is evident in the advertisement as it feels low quality,
however, it is enough to satisfy the Indonesian audience. With the
same reasons as Durex, it is distributed digitally. It is circulated in
media platforms such as TV in a form of video advertisement.
Fiesta condom ad
Media language
Same as the Sutra advertisement, it is using the very popular
Indonesian format of making their own music and dance, which attracts
a lot of audience.The actors use normal clothes, which means it is affordable
and attracts people of all socioeconomic class
Audience
From the lyrics of the music, we can tell that the product emphasises on
the different flavours of condom and therefore its intended audience are
people who want different flavours. It is also intended for people
of all socioeconomic classes due to its affordability.
Representations
The advertisement represents the Indonesian people because of the
stereotypical advertisement format.
Industry
Fiesta, like Sutra, is not a well known brand and therefore it is not unfair to
say that the production budget is low, which is backed up by the very simple,
mundane, and lacklustre advertisement. As per usual, it is distributed online.
Step 3
Concept development
Product: Durex Condom
Reason: To raise awareness about contraceptives and combat
overpopulation/unsafe abortion
Target audience
Age: Younger people 17-30yr
Hobbies: anything
Setting: Messy House
Music: Crying Baby noises
Script
Starts with a black screen and a sound of actress arguing with actor
because positive pregnancy test Actor sits in the middle looking sad
with a baby crying in the background and a messy house. Camera slowly
zooms into the actor’s face, the background baby sound becomes more intense,
house becomes more destroyed, maybe become poorer, the actress becomes
sadder and sadder, more depressed. After around 20 seconds, narrator warns about
sex without contraceptive.
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