TV Commercials - Need some user input on these!

Kevin Mc wrote on 1/26/2011, 2:01 PM

Greetings Vegas Pro-ers,

My firm recently created four 10-second TV spots for a local event, The Draft Horse Classic. I am hoping to get some input from anyone willing to view these ads. It will take less than 1 minute to view all four. I need an audience of viewers who, 1) don't know me personally, and 2) know a little something about video production - so your comments can be technical in nature. Please post honest, positive and negative comments - I can take it :)...

The Pitch:
What we pitched to the client were four "elegant" ads with a single, simple, slow-motion video image taken from last year's event - displayed in high contrast, using a vignette to greatly soften the edges. The video is supposed to be a little dark - as you'll see. The ads are supposed to catch your eye without the use of hype. This is the only event of its kind in the nation, so these ads fall under the category of a mature market where our client felt that we only needed to entice and remind the viewers that the event is coming up (again, without hype).

The Audio is the exact same for all four ads - feel free to comment on what you like and don't like about the audio track. All suggestions are welcome at this point - and needed to help us wrap up this project.

Here's the link:

All four ads will run in succession, with a 5 second break between each. I'll leave these online for about a month to allow discussions.

Thanks in advance for taking a look!
--Kevin

Comments

Jay Gladwell wrote on 1/26/2011, 2:10 PM

The first two were awfully contrasty, for my taste.

Would have liked to see more variation in images from one to the next. For example, what does it mean to be a "draft horse" as opposed to a race horse. How are they different--visually speaking?

EDIT:

#4 was the best. Great lighting, tonality and texture!

Kevin Mc wrote on 1/26/2011, 2:21 PM

Thank you Jay - I very much appreciate your comments!

VidMus wrote on 1/26/2011, 2:28 PM

Not enough time for me to read all that was on the screen at the end.

My speech hearing is bad so I have to read it because I cannot hear the words very well. Those like me will miss the point if they don't already know it.

GerryLeacock wrote on 1/26/2011, 3:00 PM

After watching these, I have an overwhelming urge to crack open a cold Bud.

Personally, I liked them. Especially the first one.

dcrandall wrote on 1/26/2011, 3:07 PM

The first one was best for me. .... no chance in mistaking these for race horses.
-Dan

Kevin Mc wrote on 1/26/2011, 3:14 PM

Brilliant comments across the board so far... Thanks!

amendegw wrote on 1/26/2011, 3:17 PM

"The first two were awfully contrasty, for my taste."This might sound like heresy in a forum that has many threads dedicated to realistically reproducing color (many of which I've participated in), but I rather like the increased contrast from an artistic perspective.

Now let my remove my artistic hat. I think there may be a problem with your deinterlacing in the 4th segment. See the following screen capture:

...Jerry

Kevin Mc wrote on 1/26/2011, 3:31 PM

Good catch Jerry - I have "Blend Fields" selected. Would you suggest I go with "Interpolate" or "None".

ushere wrote on 1/26/2011, 3:40 PM

very good though i didn't particularly like the 3rd one with the flare....

and agree with jerry, there's something amiss with the fields....

amendegw wrote on 1/26/2011, 4:05 PM

"Good catch Jerry - I have "Blend Fields" selected. Would you suggest I go with "Interpolate" or "None"."I think we may need more information. What is your source footage? HD with "upper field first'? If so, make sure your project settings match this. That said, "interpolate" would be my first choice.

...Jerry

Steve Mann wrote on 1/26/2011, 4:18 PM

The first is definitely the best.

musicvid10 wrote on 1/26/2011, 6:26 PM

Tech notes before you submit anything:

Backpedaling from the crappy YT download at least, levels do not look like they were rendered 16-235 broadcast levels. Can't tell for sure about the blacks (suspect not), the white text definitely slams 255. Almost all broadcasters will throw that right back to you.

The audio, although below 0dB True Peak, would have to be lowered by ~4.9dBFS in order to conform to ATSC A/85 loudness standard, which becomes broadcast law in the US December, 2011 (CALM Act). Loudness Range is quite nice (for a commercial) at 6.2 LU.

If you could upload the original unprocessed file to Mediafire, we could give you some more accurate numbers for both video and loudness levels.

Rory Cooper wrote on 1/26/2011, 10:31 PM

I like the first image

The images looked fine to me and look nostalgic/classic, good feel but then its broken/lost by the horse neigh like it’s in pain or scared and at the same time black screen loosing the image/classic look, so you have images and a message that are disassociated with each other.

Solution
1. a softer Horse breath shudder thing they do will be more appropriate with the classic feel?
2. Keep the background image longer fading behind the text

Kern the Hor…..se and keep the same look and feel for SEP 22 – 25 as the Event and Date are one and the same, one type face as you have throughout is good.

DGates wrote on 1/26/2011, 10:48 PM

I liked the first spot. The horse images in the subsequent spots weren't as interesting. Did you shoot the horse footage?

CVM wrote on 1/27/2011, 5:21 AM

Nice commercials... I won't comment on anything technical (they look great), but I will give you my very first impression: the VO seemed to just jump out at me - I wasn't expecting it. If you are going 'elegant' (which you did with slomo and the music), the voice talent (IMHO) is a bit harsh and country-twangy. Also, the horse whinny sounds a bit like a scream. :-)

My comments are only because you asked for them... if I saw the spots on TV I wouldn't even think about what I said above. They are good commercials. :-)

fldave wrote on 1/27/2011, 7:40 AM

For fast motion, use interpolate

Kevin Mc wrote on 1/27/2011, 10:17 AM

@CVM - your comments match those we've received from others and both the voiceover and horse winnie will be changed/removed in the final cuts.

richard-amirault wrote on 1/27/2011, 10:41 AM

I also agree with those who have said the text at the end does not stay on-screen long enough.

Yes, the website is shown earlier, but the way it is now ... it's almost like "why bother" to show all that. Most folks can't read that fast.

rs170a wrote on 1/27/2011, 11:20 AM

I'll restrict my comment to the titles.
It takes almost 2 seconds for it to reveal itself meaning that it's only up solid for the last 2 sec.
Do a fade in of the entire title without any fancy FX over the horse(s) at the 6 sec. mark and start a one sec. fade out of the horse(s) at the 7 sec. mark.
That way, the title stays up solid a lot longer making it easier for someone to actually read it.

Mike

liquid wrote on 1/27/2011, 12:09 PM

Here's my two cents worth.
Firstly, why are the horses always in slow motion? Lets see some action, movement, drama or something.
It looks like you're using Vegas' soft-filter plug-in for these, don't!
The images are fairly dark, and over all just a tad bit boring.
do you have any faster moving images?

ushere wrote on 1/27/2011, 5:02 PM

fast moving draft horses? ;-)

Grazie wrote on 1/27/2011, 9:47 PM

Here's mine. Adverts should be memorable and impressive and make money for those paying for the commission. IMO, there's no need to be a small town public notice board.

OK, both the text and V/O appear apologetic and weak. This is NOT what draft/shire horses are about. They are about strength and size. The font style is weak and doesn't relate to the narrative. I'd choose something along the lines of Stencil or a blockier/chunkier font that had been "distressed". The v/o should be in my ear and almost intimidatingly demanding, breathy, like the breath of the horse, as if the horse was telling me to come, or else!!

I like the lens flare, gives a sense of immediacy and now-ness.

OK- I love the images. Gorgeous!!! The horses look strong and intimidating and your framing is perfect as it makes the most of this. They remind me of the friezes that appear in many Greco-roman artefacts and adorn that architecture - meaning, others will subconsciously think the same too.

Do sort out the deinterlace.

Grazie

Kevin Mc wrote on 1/28/2011, 9:29 AM

Thank you everyone - ALL comments are greatly appreciated. I agree that the ending titles need to be touched up to allow them to be on screen longer, and the VO needs some help. Please keep the comments coming!
--Kevin

Kevin Mc wrote on 1/28/2011, 11:02 AM

@musicvid: I will follow up with you on your tech notes. I appreciate this input!

@DGates: Yes, all footage was shot by me.