Greatest Fear Assignment 2012

The Greatest Fear Assignment was developed to allow students to take something they associate as a negative person, place or thing and use it as a theme to advertise a product. By doing so, it forces them to consider alternative perspectives and approach the advertisement in a different way. (It doesn't hurt that it was assigned near HALLOWEEN)!

Assignment:
Students had to write down their greatest fear. Then they had to randomly draw a product provided by the Instructor. The products they picked from were either a type of drink or snack item. The product that was assigned to them was the product to be advertised and the fear was the theme they had to incorporate into the advertisement. Of course this is not the way that an ad would normally be developed, however it was a chance to really get them to think more broadly and be creative with their strategy. This should be very interesting to see what kind of 30 second radio advertisements they come up with.

Product/Theme Combinations:

1. Mt. Dew - Hair Loss
2. Pepsi - An unsuccessful future
3. Bud Light - Not chosen
4. Sunny Delight Orange Juice - Roller Coasters
5. Mott's Apple Juice - Heights
6. Monster Energy Drink - Not chosen
7. Red Bull Energy Drink - Bit by a zombie
8. Kool-Aid - Snakes
9. Jack Daniels Whiskey - Airplanes
10. Grey Goose Vodka - Haunted Houses
11. Ocean Spray Cran-Grape Juice - Drowning
12. Starbucks Coffee - Failed Marriage
13. Orville Redenbacher's Gourmet Popping Corn - Being Alone
14. Hildebrand Milk - Not chosen
15. Campbell's Tomato Juice - Heights
16. Jack Link's Beef Jerky - Getting Old
17. Planters Corn Nuts - Failure
18. Baken-Ets Fried Pork Skins by Frito Lay - Needles

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1. Mt. Dew - Hair Loss
   Script: Arnold Schwarzenegger: Doc, I just don’t know what to do about it. I just…I just can’t fight anymore.
   
   Darth Vader: You know, this kind of problem can be seen in men with low testosterone, erectile dysfunction, that kind of thing in your older days. Have you experienced any issues like these lately?
   
   Arnold: Well, my hair has been thinning recently… 
   Vader: Hair loss…of course! You know, this is a common problem and I have just the drink to restore your manliness in a moment!
   Arnold: Oh you have some vodka or moonshine for me, do you? 
   Vader: Nah *can pops open* Just an ice-cold Mountain Dew. Worked for me!
    
2. Pepsi - An unsuccessful future
   Script: The world we live in is a tough one. Dealing with the simple day-to-day grind of making a living. Who knew that growing up would be such a tough nightmare to get through?  Lucky for you that rich, refreshing, ice cold Pepsi waits patiently for you to come home and crack it open. Sit back in a comfortable recliner and embrace the spices and aroma that is your amazing Pepsi. It will make you think less about the undesirable things in life, and relish the best of it. No boss can bring you down here; it’s your life. Enjoy it to the fullest with an ice-cold, revitalizing Pepsi.
    
3. Bud Light - Not chosen
    
4. Sunny Delight Orange Juice - Roller Coasters
   Script: Some people think roller coasters are terribly dangerous and frightening with thoughts of lose screws or track and safety harness failures. Some children think orange juice is nasty, pulpy and not for them. Both of these fears and thoughts can be overcome with being proven otherwise and a little help from Sunny Delight Orange Juice. Get drained from fear of roller coaster failure; bring back some energy from the Vitamins C and B1 in Sunny D.  SunnyD is a sweet, smooth delicious orange juice that the youngest of kids to oldest of children are sure to love.  Make Sunny Delight the safety harness of your needed energy/vitamins.
    
5. Mott's Apple Juice - Heights
   Script: Jump, jump, jump!
   Your friends continue to yell and scream as your timidly shake at the top of the HIGH dive.
   I don’t want to jump… It’s too high… What if I get hurt...?
   You say to yourself as you continuing to come up with more excuses.
   Then you hear that faint familiar voice of your mother.
   “Kids I brought back some Apple Juice from the store!”
   *Diving board and splash
   *Sound of finishing a drink
   Ahhhhhhhhh, thanks mom!
   Motts Original 100% Apple Juice
    
6. Monster Energy Drink - Not chosen
    
7. Red Bull Energy Drink - Bit by a zombie Script: Their teeth gleam in the afternoon sun. Chomping, Gnawing. It was supposed to be a simple scavenger mission. Now these deranged demons surround you; Zombies, wanting to feast on your frontal lobe. You only have one chance to fly by the gamy ghouls.  Good thing they are slow.  Better not let them bite you. Best drink that Red Bull. Go; enjoy your effervescent escape, you fleet of foot. Like youth’s eternal springs, Red Bull gives you wings.
    
8. Kool-Aid - Snakes Script: Have you ever found yourself in the middle of the desert, the sun beating down on you, your heart beating heavy, not knowing if you’re going to encounter a snake. You are; The good news is, you have one of our famous burst drinks, the drink that takes you back to your childhood, imagine the sun beating down on your face, the smell of grass, as the sprinklers are going, and the jingle of the ice cream truck passing by.
   Kool-Aid takes you back to the good times, and gets you through the rough ones.
    
9. Jack Daniels Whiskey - Airplanes
   Script: You board the airplane, find your seat, and are ready for takeoff. Once airborne, you reach down and pull out the bottle of Jack Daniels Whiskey that you successfully snuck passed airport personal. There was no way you were going to pay for a small bottle of Jack Daniels they sell on the plane.
   
   BOOM! The engines go out. The plane is in a downward spiral. Chaos breaks out around you. You quickly open your bottle of Jack Daniels, take a swig, and relax. You smile a little because you realize there is no better way to go out, then with a bottle of Jack Daniels Whiskey in your hand.
    
10. Grey Goose Vodka - Haunted Houses
    Script: Some people think roller coasters are terribly dangerous and frightening with thoughts of lose screws or track and safety harness failures. Some children think orange juice is nasty, pulpy and not for them. Both of these fears and thoughts can be overcome with being proven otherwise and a little help from Sunny Delight Orange Juice. Get drained from fear of roller coaster failure; bring back some energy from the Vitamins C and B1 in Sunny D.  SunnyD is a sweet, smooth delicious orange juice that the youngest of kids to oldest of children are sure to love.  Make Sunny Delight the safety harness of your needed energy/vitamins.
     
11. Ocean Spray Cran-Grape Juice - Drowning
    Script: The waves thrash against the shore with tenacious force as the dark swirls of the ocean rise higher and higher around you. Fear begins to take the wheel as the water swells towards you with menacing swiftness and you realize escape is no longer an option. Regain control and conquer your fear with Ocean-Spray’s Cran-Grape Juice. With all the power and vigor of the ocean harnessed into a crisp, refreshing and clean tasting drink; you might find yourself wondering what you were ever scared of in the first place. Ocean Spray Cran-Grape Juice, revel in the power of the ocean.
     
12. Starbucks Coffee - Failed Marriage Script: Right about now you could really use a fresh start. Divorces are never easy, and that lying strumpet of and ex took half your stuff. Its time to take your life back, and you can start off by doing something for yourself for once. Your friends and supporters at Starbucks have just released a new coffee maker, the Verismo, which brews Starbucks’s quality coffee right from your kitchen. And we wont let your ex get their hands on it; here at Starbucks, we got your back.
     
13. Orville Redenbacher's Gourmet Popping Corn - Being Alone
    Script: **scary, raspy man announcer voice**
    (Thunder and lightening) 2 seconds 
    You thought you were home alone.
    (Squeak of the floorboards)
    You thought you would be safe.
    (a whisper, “ha ha ha.”)
    But you’re not.
    (rise of scary music…
    …music quiets but continues through out)
    
    
    Watching a movie in the basement, no may no longer be a good idea.
    (thunder, lightning, chain saw)
    
    
    But with a bowl of Orville Redenbacher Gourmet Popping Corn you’re never alone.
    (sound of popping popcorn)
    
    
    “Hello, my pretty.” – Creepy Joker voice
    
    
    or are you?
    
    
    (AHHHHHHH!!!)
    
    
    Orville Redenbacher Gourmet Popping Corn, keeps the boogeyman at bay.
     
14. Hildebrand Milk - Not chosen
     
15. Campbell's Tomato Juice - Heights Script: Just because you’re afraid of heights doesn’t mean you can’t soar above the stars.  Campbell’s tomato juice with its high vitamins and minerals can help give you that extra boost you need. Rich with vitamins A, C, D, E, and K Campbell’s can get you on your way.  Not a fan of tomato juice?  No worries.  Campbell’s tomato juice can be enjoyed in different ways.  Great soups and chilies all start with Campbell’s.  Enjoy Campbell’s responsibly in your next bloody marry or red beer.  You may fear heights, but don’t fear Campbell’s Tomato Juice.
     
16. Jack Link's Beef Jerky - Getting Old
     
17. Planters Corn Nuts - Failure
    Script: 1936 was a year that got things rolling. The Phantom was the first superhero with a mask, the 1936 Olympics were broadcast for the first time ever, and Albert Holloway invented Corn Nuts. All 3 were just the beginning though as The Phantom lead to Batman, We can now watch the Olympics on our mobile phone, And now Planters has perfected the Corn Nut. Afraid to put out a mediocre product, planters has taken it’s time to bring you the perfect snack. Enjoy yourself to some Planters Corn Nuts, and remember to bust a nut.
     
18. Baken-Ets Fried Pork Skins by Frito Lay - Needles Script: Tssst. Tssst. Tssst. Errrtpop. “Hey Ernie, I’ve got another one of these Baken-Ets fried pork skins puffed up for ya.” “Welp, send it on down Stanley. We’re dusting these with our unbelievable blend of hot and spicy.” “Oooo hot dang Ernie, that is my favorite.” Baken-Ets not just good, hot dang dangerously good.

The Chocolate Challenge

This assignment is designed to be a hands-on comparison of the assigned brand/product (Ghirardelli Sea Salt Soiree, from the intense dark line) and similar products from two of its competitors (Godiva and Lindt). We started with a focus group and spent time as an entire class taste testing all products and comparing product packaging, presentation, etc. Each student comprised 25 words that described their product, and then moved into groups of three to continue the project. By combining words of all members of each individual group, they developed a word cloud to show which words were used most often to describe their product. Those can be seen below. Students were also asked to define the problem and how they would solve it with their advertising. In continuing with the project, student groups are expected to comprise advertising copy with thumbnails for a magazine ad, a 30 second radio spot and a 30 second television commercial.