Heinz Soups, ‘Caroline’
Agency: Abbott Mead Vickers BBDO; writer:
Paul Burke; agency producer: Paul Burke; facilities house: The Lab; sound
engineer: Andy McLennan
Script
Caroline Quentin: I’m always wondering what counts as one
of your five-a-day. I thought red wine might because it’s got grapes in it, but
sadly not. Then I discovered something red that does count – Heinz Tomato Soup.
One bowl counts as one of your five-a-day. How could I not have known that? Now
I’ve got something to look forward to because, curled up on the sofa, what’s
going to warm you through? A stick of celery? Or a bowl of tomato soup?
Exactly. But, of course, it has to be Heinz.
Vocal Techniques
At the beginning of the add it starts off as a simple
statement, as though she were having a conversation with someone, it could be
someone she is recommending this soup to or perhaps a friend or relative. She uses
a friendly conversational tone which makes her seem like the kind of person
that’s easy to listen to a trust.
‘I’m always wondering what counts as one of
your five-a-day’
At the beginning of the sentences her voice rises to a
slightly higher pitch before falling again and going lower on the final word
day. It helps to make her sound as though she is still wondering trying to find
an answerer to her own question. It helps engage a listener and draw them in to
hear what she has to say next.
‘but
sadly not’
this is said off-handedly, but holds a slightly dejected
tone, it helps add an element of comedy to the add as she had mentioned before
that she thought red-wine may count as one of her five a day and it was sad to
her that it didn’t.
‘I discovered something red that does count’
The rise of her voice on does count, adds an element of hope
or excitement in her voice, showing that whatever it is she has found that
counts towards one of her five a day, she’s happy about it and likes the
product.
‘Heinz
Tomato Soup’
The diction in her voice here is clear, she uses a
slightly slower rhythm and makes sure to say every word perfectly. This is
important for the advert as this is the product she is advertising.
‘How
could I not have known that?’
During this line she uses a gradual fall of pitch in her
voice, her tone suggests that she felt slightly silly for missing something
like this, perhaps because she enjoys Heinz tomato soup.
‘Now
I’ve got something to look forward to because, curled up on the sofa, what’s
going to warm you through? A stick of celery? Or a bowl of tomato soup? Exactly’
There is a brighter tone to her voice as well as a rise of
intonation as she starts off, this tells the listener that she is looking
forward to having the product that she’s advertising. She asks the question to
the listener’s/target market, it helps include the audience and makes them
question what could warm them up while they relax on the couch, is of course a
bowl of tomato soup.
‘of
course, it has to be Heinz.’
A rise in pitch on ‘of course’ she sounds like she is
stating the obvious, as though there were no other choice than Heinz, this
helps to push the products name to the listeners so they’ll buy Heinz tomato
soup and no other tomato soup.
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