Visible Difference TV Presentation by Michael Maher

Outline TV campaign for Visible Difference

Creative Strategy Look & Feel Boards Music

Creative Strategy

Reinforce the Four Does More advertising campaign by

showing and demonstrating the benefits of using Visible Difference.

Look & Feel Clean. Crisp. White. White background so that product and talent are the primary focus.

Beautiful Skin. White background will really make the skin tones pop - in fact the skin tones will be the only color in the commercial besides the red in the Elizabeth Arden logo. Talent will need to have good skin, natural beauty - as well as - beautiful hands.

Informative. Fun. The visual focus will be to promote the Four Does More campaign - with fun elegant graphic elements - strong product shots and beautiful women using assorted products.

Music: Pure Step One - Cleanse Step Two - Tone Step Three - Treat Step Four - Moisturize. The spa inspired daily skincare regimen that - makes a visible difference in as little as 6 days! The Four Does More Difference! See for yourself! Visible Difference from Elizabeth Arden.

Board One Script

Board Two Script Music: Pure or Happy Step One - Cleanse. Step Two - Tone. Step Three - Treat. Step Four - Moisturize. 4 easy steps that help skin reveal it’s natural health and radiance... See a visible difference in as little as 6 days! The spa inspired skincare regimen - in four easy steps - The Four Does More Difference! See for yourself! Visible Difference from Elizabeth Arden. Beautiful!

Board Three Script Music: Beautiful 4 easy steps that help skin reveal it’s natural health and radiance... See a visible difference in as little as 6 days! The spa inspired skincare regimen - in four easy steps - The Four Does More Difference! See for yourself! Visible Difference from Elizabeth Arden. Beautiful! Music: Fade out on “Beautiful” lyrics

The song is a total departure and has a bigger sound and energy as a result he spot would need to be more spirited - from the editing to the talents attitude. We would still focus on the product but I’ve added more talent of varying age to show that you are “Beautiful” at any age - it’s an attitude not a number! The spot could also run with just music and graphics with no VO. Overall this spot could be a lot of FUN!

ROP Concept just for the fun of it!

Thank You!