The idea is somehow far of the consumer´s perception of the product according to the brief, but being objective could derivate in an ad with too much description.
The ad is a parody of the video “Charlie Bit my Finger” but just a little bit, because the tender or loving is changed for the masochism and violence of the Animal. In other words, the original is the that the print is the opposite to the original video.
In that way, the ad doesn´t move away from the Peperami Bites´s slogan: “It´s a little bit of an animal”.
The proposal also includes to play with the word “bit” and the verb “bite” in past, this because “bite” in past sounds the same as the word.
This can be trough a second simple slogan like “Bites bit my finger”, followed by “It´s a little bit of an animal”.
In order to reach the goal of the proposal, the media plan focuses in showing the ad in the Tv at the midday. That is in the most seen cartoons while the lunch longs.
The only limitation for the campaign is mainly the time that the video in youtube can be in fashion.
In México there was a campaign that can be used as an example or comparison. Gamesa´s brand made an ad for the Tv that is also based in a youtube video
A boy called Edgar tries to cross a stream but his friend moves the log where he is standing and in consequence he falls in the water.
The Gamesa´s ad is about the vengeance of Edgar, he orders a group of roman´s soldiers to throw his friend to the stream.
Making the idea of “Bites bit my finger” campaignable and effective, it needs BTL advertising to strengthen the new Peperami Bites´s stance in the consumer´s head.
The strategy is like the advertisements placed in the selling points when people go to the supermarkets. Being the fridge the definitive place where the audience decides what to eat after school, the ideal BTL materials are magnets with the shapes or figures of the original ad.
For example, a magnet of the Animal divided in two parts, son when you open the fridge´s door, you can see the Animal´s waist cut off.
