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A serious approach was never completely ruled out - so finding similar and effective ads that didn't rely on humour was a must. Whilst this ad is far more bleak than an avocado ad could be, it is an effective approach that leaves an impact on the audience.

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When the product is literally just the idea of meat - I find it hilarious. Just for sake of the concept of doing avo's (even if I'm semi-allergic) here's the best Lamb Ad Australia has ever concocted.

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The notion of a first home buyer is an audience I want to play off of - simply due to the quite random conflict of home-ownership and avocados. This add has the style I like - almost euphoric, very hopeful, and extremely well crafted in regards to pacing, editing, and narrative. I appreciate the swift cuts and edits, which is something that I find really draws the viewer in, rather than a single, rolling shot.

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Home. Made with you every step of the way.

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I looked up "pretty avocado" so I could find - well - the prettiest avocado I could. It's more for inspiration in regards to the eventual website design and colour palette, but also how I wan't to present the product in the promo

There's something about banking ads that I find intriguing - because the people are always so happy. Banks aren't somewhere I associate with happiness, but none-the-less they're presented this way. That my inspiration for the people of the ad - to be overly happy for no apparent reason beyond, in this case, an avocado.

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Goldfarb, A & Tucker, C.E 2015, ‘Standardization and the Effectiveness of Online Advertising’, Management Science, vol. 61, no. 11, pp. 2707-2719

This source explored how effective a typical advertisement could be in regards to popular opinion. A standard format of advertising was shown to have differing results, with some garnering positive reactions, whilst others, negative. It calls to attention that the most accepted ad's aren't the most outrageous or different, but abide to commonly understood conventions of advertising in creative ways. Whilst it was hard to find video based research that was specific to online, the article explores primarily still advertising. None the less it explores the notion that the publicly understood is often the most accepted. This can be transferred to video through the length, format, narrative and product all fitting into a standard form. I had contemplated a series of extremely short videos, with a semi-linked narrative, yet in doing so I feel this could negatively impact the interest in the ad campaign as a whole - being too far stretched and not succinct and impactful.

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Fulgoni, V.L; Dreher, M & Davenport, A.J, 2013, ‘Avocado consumption is associated with better diet quality and nutrient intake, and lower metabolic syndrome risk in US adults’, Nutrition Journal, vol. 12, no. 1

This article explores the dietary benefits of avocados, and concluded that they are overall an extremely balanced and effective part of a person's diet. If I was to do a more serious promo video (which I feel would not be as effective), a dietary angle would be a useful stance to take, given the super-food-esque benefits of avocado. That's why I initially did research into this idea, and this source rounded it up well. Avocados are full of beneficial nutrients, fatty acids, and fibre that all round out a daily diet. The article displays avocado intake as almost a lifestyle - indicating people who readily eat the food are more likely to have a diet that consists of the correct levels of vegetables and fruits. This information would then sell avocado not just as a fruit, but pitch the idea that it benefits your lifestyle overall, beyond just diet.

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I had two pretty solid ideas in my head - extremely different in execution but both aiming for a comedic approach. I completely a treatment for both of them as a way to flesh the ideas out more and put pen to paper to help decided which of the two I would go with. Simply regarding length, the second one seemed the most obvious one to explore further, as it gives me larger creative opportunity, whilst also allowing for more room to move and grow my concept. I've left the discarded idea in either way, just simply because I still like the idea and having it present can't be detrimental and is useful as a future reference.

The meme-acado
The camera opens on a blank white screen, as it gradually pans down to reveal a decorated avocado resting atop a plate on a podium. (that's essentially it for visuals, booyah). Over the top of the imagery plays a mix of famous internet vines and memes that all either reference or make fun of avo -
fre sha va ca do (https://www.youtube.com/watch?v=NfbQTiW7kDY)
it's an avocado .... thanks (https://www.youtube.com/watch?v=k-cavEKkirc)
guacamole song (https://www.youtube.com/watch?v=JNsKvZo6MDs)
Avocado falls into perfect view, pauses slightly (both motion and audio)... title card

The avo-auction
The scene opens with the shot of a house, as a realtor walks up the drive-way with an auction sign. He places it on the ground. Light music plays in the background (low leveled) with other audio including general outside noise (wind, trees, birds etc.) The music and shot cuts as the audio breaks with the slamming of a car door.

Shoot to the car door that just closed, and follow a couple as they walk towards the auction. Audio in the case will cut to simply the tapping of shoes and rustling of handbags (things of that sort). In quick succession (no more than 5 seconds of footage) inter-cut other couple walking towards the auction - holding hands, walking (foot level angle). Auction scene takes place, with the realtor holding what appears to be a real-estate booklet/pamphlet, but is actually a food catalogue. Quick shots of auctioneer, and couples ending with one couple jumping into air and the others in the crowd clearing out.

The final scene holds the punchline of the add. The camera opens on the house, yet pans down to reveal an avocado on a podium. The auctioneer then slides in front of it a "sold" plaque. Title card.

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Strick, M; Holland R.W; van Baaren, R.B; van Knippenberg, A & Dijksterhuis, A, 2013, ‘Humour in advertising: An associative processing model’, European Review of Social Psychology, vol.24, no.1, pp. 32-69

The article explores the correlation between humour and affective advertising. In many cases it argues a balance between humour and other modes of persuasion in advertising. Positive benefits of are an ease of recollection of a certain advertisement - yet alongside that the research also found that while the advert can be retained, in some cases the product was lost in the humour (see image below). In regards to this, and overcoming having the product lost in the idea,  I will place the product as the joke and the punchline. The article addresses the power of a punchline as it violates a person's perceived perception of what is to come - forcing them to think about the issue longer and deeper to understand its meaning. Humour itself was shown to garner far more attention than less comedic adds, being more talked about among peers - yet in this case the ad had impact over the product.
The findings have sculpted how I want to harness and embrace comedy - whilst also seeing how it can negatively impact my branding. Either way - the most memorable ads are the funniest ones (in my personal, opinion).

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I wish to create a series of short, skit like advertisements that are all independent in theme, execution as well as audience. With that in mind, a majority of these will be aimed tentatively towards younger people - with a knowledge of both internet humour and 'meme culture'. This is due to the prevalence of the fruit as a quasi-internet-phenomenon; with a web of references to call upon in the creative process.

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Avocado - a comical promotion of the food as a whole to increase appeal, whilst at the same time attempting to play upon, yet also eradicate preconceived notions of the food.

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61. A tutor society to help struggling teenagers
62. an app that tells you the best places to park for locations around Adelaide
63. illegal downloading
64. Open air cinema for television marathons
65. Open air cinema that only plays "bad" movies
66. A store that sells a single item for every letter of the alphabet
67. A service that sends you a white t-shirt a week (because who want's to do washing)
68. Weekly cocktail making delivery kit
69. NO MORE FORTNITE - psa for how overrated it is
70. YELP but for clubs and night life
71. Mental illness
72. Twin Peaks fan club
73. A tea shop
74. Healthy eating
75. Veganism - the negatives
76. Veganism - the positives
77. OObEER drinks - booze. delivered to you
78. SHOOK - an episode-by-episode guide of the most shocking television episodes. Prepare yourself.
79. Old style - app that find you 'old' music based on your modern tastes
80. Op Shop Yelp! find the best op-shops around, plus day to day 'best-finds' system

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41. Adelaide - tourism style promotion
42. Wine tours
43. The benefits of wine
44. Sleep - PSA on getting enough rest
45. Open air cinema
46. Dog adoption app - dating style questionnaire to select the right doggo
47. Theatre company
48. Classic novel book club - Wuthering Heights, Lolita, On the Road etc.
49. Classic movie club - 6 months, 6 decades, 28 classic movies
50. Cocktail/bar-tending course
51. Toys R Us Australia - WE AREN'T CLOSING DOWN
52. Tourism add for Elizabeth
53. A tea company
54. A coffee shop
55. Cartoons - yes, adults can watch them
56. Meme culture
57. Violent video games aren't gonna make your kids violent
58. A vegan bakery
59. LGBT inclusion foundation
60. Homelessness

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21. Soap
22. Music artist
23. "   " specific song
24. Upcoming concert
25. Comedy festival
26. Tourism add for Elizabeth
27. Visual resume (self-promotion)
28. An author
29. New book / series
30. Local news and events -
31. " " faite
32. " " community events (concerts etc.)
33. Charities - non-for-profit organisation
34. Computer classes for the technologically illiterate
35. A new cafe
36. Opening of a new restaurant
37. A professional app for the professionally unorganised
38. Local music festival
39. Local wine festival
40. Food festival dedicated to chocolate

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1. The reality of dating apps - research self-esteem, superficial issues
2. Smashed avocado (like adds for lamb hahaha)
3. A social media app based on people's dogs
4. A snapchat-style Podcast app
5. A University life forum to talk about campus life
6. Online 'book club' tailored to the movie, television and music you like
7. A move to make it illegal to wear socks with sandals
8. "Foodie" - a dating app based on where and what you like to eat
9. "Filmie" - a dating app based on movie preference
10. An app that gives you a different restaurant to eat at each month
11. Gaming addiction "DON'T LET THE GAME CONTROL YOU"
12. A calendar that reminds you when ...
13. Stress with uni life - support service
14. Independent Australian film production and streaming service
15. A randomized drinking game app - 5 ??? games, chosen at random
16. Breakfast app that gives you weekly, easy recipes to make on the go
17. Company that helps with developing online identity - Instragram
18 Glow in the dark glasses - find your glasses
19. BLOOP - a guide to local music events
20. Jump scare alert - an app that warns you when a jump scare is approaching

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Coming into my second year of uni I'm excited to try something new. After loving Digital Design Essentials in my first year, I'm looking forward to combining the concepts of creative and critical thinking alongside the more aesthetic and design elements learnt in the past. Within that in mind, how I'm going to combine these two remains a mystery - yet that's what brainstorming is for. Looking at the example provided I would definitely like to encompass more of a social issue, and create what could be seen as almost a PSA.