Lucky Fish Commercial - ID# 4

Glenbrook North

Division: A

Commercial

Entry Description

Lucky Fish on Shermer is a relatively new restaurant in Northbrook, having just opened during the summer of 2017. This commercial was produced as part of our commercials unit in our TV broadcasting class.

Recent Teacher Comments

• 4/24 5:42 pm - Excellent variety of shots. Artist does a very good job of communicating the atmosphere of the restaurant.
• 4/20 9:03 am - Good mix of narration, on-location audio and background music. There are a lot of great shots in this video;particularly the CUs of food and inside the restaurant. I thought the outdoor patio clips were a bit overused, especially since they were empty which didn’t help sell the space. The pace is great. Overall a great commercial.
• 3/11 11:45 pm - Your piece contains a number of quality shots of the restaurant in action. In particular, you include some beautiful close-ups and medium shots of food preparation. These shots are critical because they indicate this particular establishment is not afraid to let people see its kitchen. In addition, they make the food look appetizing! Your narration implies a sociable atmosphere in the restaurant. How might your commercial reflect this trait more strongly? Perhaps you could have shown more interaction between customer and employee. Shots of customers enjoying their experience also would help establish this friendly "family" atmosphere. Audio from these interactions also would enhance your message. Your narration is informative, but how well does its tone communicate an authentic enthusiasm? You also may have wanted to work with its pacing. For example, you might have wanted to punctuate the narration with audio from the restaurant reflecting its family-like atmosphere.
• 3/7 4:39 pm - Let me begin by assuming your target audience is an older crowd, then I think it works, but if trying to attract teens, you may have missed the mark SOUND Music in the background gives me the feel of a quiet relaxing place to eat, to enjoy quality food. Maybe bump that backround music up just a hair so there is more balance in what I am hearing. Loved when you splashed in natural audio in certain spots – that added to the authenticity of the narrative. Because there was so much dialogue I felt the narrative didn’t have time to put in more inflection and feeling in their voice which would have drawn me in more. STORY The narrative was very well written. I liked the way you kept driving the brand name home between the visuals and spoken words. Not overdone, but done just enough to not let me forget what this was a commercial for. CAMERA/VISUALS Great variety of shots, shots that truly enhance the spoken word and yet remain artistic enough to draw me in without distracting from the script. Good Job. Loved the shots of the food being prepared (camera panned with movement of the food, and then walked out behind waiter). Great flow. This might just be personal preference but when showing the dining areas show it filled with people as opposed to empty and the umbrellas down – when there are lots of people I feel like I am missing out on the place to be. When it is empty it looks boring and why would I want to be there. Early on you showed people, at the end it was all empty. EDITING Your visuals fit well with what was being said. I never felt you were on a shot to long, and you had great variety as moved from shot to shot.

Judge 1

Positives: 1. Great editing - the visuals match the VO nicely. 2. Great camera angles, the food looked delicious, great for Table Top and In-Situ food commercials!

Improvements: 1. The VO sounds flat, would have appreciate a bit more energy at the beginning and throughout the commercial. 2. I would have liked to know who was talking at the beginning of the commercial since they are speaking as if they are a part of the organization.

Judge 2

Positives: Everything communicates clearly here - I understand the restaurant and what it stands for in the community. Love the pull focus on the opening shot.

Improvements: The AVO read is very stilted and does not feel natural. This deters from the likability of the ad. The "see and say" of the copy and visuals could be tighter - i.e., show the skylights when the AVO is saying "skylights". Some people on the patio would have added life to the spot.

Judge 3

Positives: nice opening shot! really good kitchen shots. music is good. could be louder for sure.

Improvements: voiceover needed to be captured with less ambient noise (very noisy) :50 an unusual ending time. either shoot for :60 or cut to :30 or even :45 (my gut says if you'd cut this to :30 it would've been more effective) outdoor shots not very inspiring...i realized it probably wasn't open this time of year, but the script raves about how cool it is and it just looks kinda blah Be sure to color match all of your camera shots...we changed color temperature several times.

Judge 4

Positives:

Improvements: