Papermate 4Ball Groove TVC

Advertising | TVCs
Client
  • Papermate
Agency
  • Quattro Group
Items
  • TVC
Role
  • Script Concept
  • Script Writing
Credits
  • Michael Burrows Audio Production Brand Music

When I was a kid – short of having the 72 Derwent colour pencil set – the jewel of any self respecting child’s pencil case, was a Papermate 4 Ball.

That being the case, it shouldn’t take too much effort to imagine how excited I felt, years later, as a grown up professional, snaring the opportunity to write a TVC for this iconic product.

On top of the nostalgic satisfaction, it was also immensely satisfying being able to draw on my passion for audio production when it came to the creative dramatisation of the pen’s four colours. The idea of representing the four colours as dynamically pulsing sound waves seemed like a perfect visual device to illustrate the pen’s point of difference. Once it was presented to the agency and client the concept got green-lighted immediately.

I also created an initial rough recorded version of the music that Brand Music subsequently evolved into the funky little groove that is heard in the final cut.

 

 

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Papermate 4Ball – Groove – TVC

VIDEO:

We open on a screen that is filled with blank foolscap paper.

AUDIO:

A hi-hat cymbal starts to play

VIDEO:

A black squiggly line animates across the top of the screen, from left to right. The line that is drawn is evocative of a sound wave as its pulsing shape mirrors the rhythm of the hi-hat.

 AUDIO:

The hi-hat is joined by a funky wah-wah electric guitar line.

VIDEO:

A blue squiggly line animates across the screen horizontally beneath the black line. It’s shape mirrors the rhythmic chunks of the guitar phrases.

 AUDIO:

A swirling retro soul organ line is added.

VIDEO:

green squiggly line animates it’s way across the screen beneath the other two, mirroring the sound of the organ.

 AUDIO:

The arrangement is complete with the introduction of some rock steady drums that really locks in the groove.

VIDEO:

Finally, a red squiggly line animates beneath the other three lines as the camera continues to pan towards screen-right.

 Once the groove has been established, the four lines all converge and for the first time we can see that they all lead to the tip of a 3D animated Papermate Kilometrico 4 Ball.

 VO:

Papermate Kilometrico 4 Ball

VIDEO:

The pen lifts off the page and spins  upwards towards the camera.

VO:

4 smooth colours in a click.

VIDEO:

The pen completes its spin, landing on the page. A second pastel coloured pen lands beneath it as the Papermate and Kilometrico logos fade up.

VO:

By Papermate.