The Ask (SCAD and MELT)
IHG is launching a new brand of midscale hotels to reach the modern traveler. avid hotels are changing the hotel industry as we know it. IHG CEO, Elie Maalouf, described avid as “championing the everyday traveler at an everyday price.” The first hotel is opening in Oklahoma City in Fall 2018, and other locations will follow around the country in 2019. The brand wants to create national awareness surrounding the launch of the hotels. This includes a 360 campaign and an experiential activation. They need to choose two events in spring 2019 relevant to the target audience to launch the experiential activation.
Scripts for TV
The Ask
To write a funny and strange campaign for the brand.
(30 sec T.V Spots)
The Idea
Skittles has become an iconic brand and part of the fabric of modern American culture. The brand is playful, fun, funny, strange and irreverent. It’s candy. The target audience is a youthful group that likes to have fun and rewards funny and odd advertising with loyal purchases. Don't Share the Rainbow is a campaign about skittles being so good no one in their right mind would want to share. All images used are reference only.
SKITTLES : Don’t Share the Rainbow (TV :30)
Video: An elderly couple is sitting on their Porch swing, reminiscing the good old days.
Man: Wow, isn’t it amazing how far we’ve come since our first date.
Video: The couple is sitting on a swing, talking and smiling. Their grand children are running around
and playing.
Lady: I love you so much. To think of how much we’ve been through and all the memories that we share..
Video: Lady looks at her husband and smiles. The couple is sitting on a swing, talking and smiling.
Their grand children are running around and playing.
Video: One of the grand kids, walks by and leaves a bag of skittles on the table in-front of the swing and
runs off to play.
Video: Husband and Wife look at each other and start to run, pushing and shoving to get to the bag of
skittles first. The lady knocks her husband with her cane. Her husband takes her cane away so as to slow
her down.They dive and reach out to grab the bag of skittles. Video freezes when the couple is mid air with
their mouths open.
Super: Skittles Logo. Don’t Share the Rainbow.
VO: Don’t Share the Rainbow. Taste the Rainbow.
LOGO LOCKUP: SKITTLES LOGO
SKITTLES : Don’t Share the Rainbow (TV :30)
Video: A man is setting candles and flowers under the stars to propose to the love of his life. He uses skittles to write the words “Will you marry me?”. The man organizes his skittles color wise and uses one color of skittles for each word. A lady walks in looking like a floating angel.
Sam: Oh my gosh! Bobby, this is beautiful.
Sfx: Soft Romantic music.
Video: She is walking into the frame.
Video: He starts to go down on one knee.
Sam immediately gets a glimpse of the“Will you marry me?” laid out with the skittles.
Bobby: Sam, I cannot wait to share our lives together.
Sam: AH!! Ye——
Bobby: and share skittles.
Video: Sits down on his knee
Sam: Umm, No.. I don’t wanna share my skittles
Video: She starts running over to where the arrangement is and scoops the skittles into her purse. She hurries away awkwardly.
The man is still on his knees, too shocked to even stand up.
Super: Skittles Logo. Don’t Share the Rainbow.
VO: Don’t Share the Rainbow. Taste the Rainbow.
LOGO LOCKUP: SKITTLES LOGO
