Take an example of an existing TV advertisement that uses a particular format and design an advertisement that conveys the same USP but in a different format.

Magnum's usual approach to adverts follow a sensual aspirational woman pictured eating a Magnum, and this does not differ for their 2013 'Escape' advert.

According to Donald Gunn's (1978) twelve master formats of advertising theory outlined by N K Weinreich in 

Hands-On Social Marketing: A Step-by-Step Guide to Designing Change for Good (2010) it is clear that Magnums approach in this advert is associated user imagery. Through this, the advert showcases the types of consumers they wish to attract to the brand, usually a figure the target audience can aspire towards. With a target gender being women, who usually react better to aspirational advertising than men, this approach would be successful, however very typical and expected of the brand. 

As a result, I have decided to use a different approach in my storyboard. This follows a humorous, slice of life tactic showing the a relatable, real life situation, many women would find themselves in. This can be seen in my previous blog post. Whilst the advert starts in a similar way, with the focus on a woman, opening and eating a magnum and sensual, non-digetic music plays in the background, the advert deviates from the expected ending. The adverts tone changes from a serious, almost romantic tone into a humorous, exemplary story when the 'pleasure seeker' is interrupted by the reality of a child wanting to play. The original advert's tagline of 'for the pleasure seekers' has been adapted to 'for the 'it was good while it lasted' moments' as this would be fitting to the advert where the woman almost manages to 'escape' whilst eating a magnum but life gets in the way. The advert will be 28 seconds long. 

References 

Magnum, (2013). Escape. [video] Available at: https://www.youtube.com/watch?v=rYbfpCS8I_4 [Accessed 13 Feb. 2015].

Weinreich, N. (2010). Hands-On Social Marketing: A Step-by-Step Guide to Designing Change for Good. 1st ed. [ebook] London: SAGE publications, p.141. Available at: https://books.google.co.uk/books?id=orj6EkAE1DgC&pg=PA141&dq=12+master+formats+of+advertising+donalds+gunn&hl=en&sa=X&ei=8fjlVI-wHsK5Ua6hgagH&ved=0CC4Q6AEwAQ#v=onepage&q=12%20master%20formats%20of%20advertising%20donalds%20gunn&f=false [Accessed 9 Feb. 2015].