Creative Brief Template- Joe Boxer Ad

The Ad....
One of my favorite commercials is from a store that could be described as a "loser" in the competitive market. This commercial was aired during the Christmas season about 2 years ago and featured Vaughn Lowery. The commercial is set in a modern looking living room, with a silver tree adorned with shiny blue ornaments. The commercial begins with a closeup of a shiny silver box, wrapped with a blue bow. The bow then begins to untie. An attractive, muscular black male is smiling and dancing wildly wearing nothing but the silver box around his waist. He then rips off the box to reveal red and white "Santa looking" boxers and continues to dance. The ad then reads "Get More Boxer Spread More Cheer" "Joe Boxer" "Only at KMart".
The following is a link to the Joe Boxer Ad:
http://www.youtube.com/watch?v=L6NDXYrzioA

Background...
The program was most likely to attract women and gay males shopping for their partners. The success of this program would be measured with an increase in sales of Joe Boxer.

Audience....
Young women (18-35) Young Gay Men (18-35) most likely unmarried, but in relationships. In talking to this audience the goal is to change the perception of KMart. This is probably why KMart is not mentioned until the end of the ad. The goal is to show that KMart can be sexy and fun. Preconceptions include a bad perception of KMart, a familiarity with Joe Boxer for quality merchandise, a familiarity with the model used. Things to avoid when talking to this audience would be family-oriented or nostalgic Christmas scenes. This cohort is looking to have a good time and give a fun present. The secondary audience is men, who are looking at the model and perhaps wishing they too could look like that in JoeBoxer underwear.

Objectives...
KMart is trying to generate awareness that they carry the well known JoeBoxer brand and increase sales revenue with a younger demographic.

The Message....
KMart is young, sexy, and fun, with a bit of a wild side! This commercial proves this because it is a little more risque than traditional Christmas commercials featuring ties and underwear for your Dad.

The Medium...
TV is a great way to reach this audience. This audience probably would respond well to Internet ads or print ads in bars or clubs. This audience probably does not read a daily newspaper but most likely reads style magazines, so that would be another great way to advertise.

Anything Else...
A special circumstance is the barrier of having to destroy preconceived negative connotations associated with KMart.

The Deadline....
This commercial is encouraging people to shop for Christmas so for maximum effectiveness it would need to begin to air no later than Thanksgiving.