Belly Breakfast Commercial

Have you ever had a busy morning and needed breakfast on the go? Beans for Breakfast is a short 36 second commercial for Jelly Belly’s Jelly Bean and Recipe range that highlights the growing problem that faces everyone of requiring a meal or snack in a short time period.

In the advertisement, the direct demographic can be identified as parents, carers and also their offsprings. The parents and carers have little time to spare and are always looking for quicker and healthier alternatives. To help with education and learning throughout the day, having a solid breakfast in the morning is crucial, as it is the most important meal. By combining the right Jelly Belly’s Jelly Beans flavours, a particular meal or snack can be formed. For example

The starting scene uses an establishing shot of the family’s home to set the scene and mood of the commercial. The camera then focuses on the mother sleeping, while her alarm clock alerts. A close up shot follows this and displays the dread and trepidation going through her mind as she arises. The long shot presents her running down the stairs chaotically in her pyjamas, while telling her children to wake up and get ready for school. An eye-level shot tracks behind the children who trudge into the kitchen in their pyjamas. The point of view shot trails the mother as she gasps at an almost empty pantry. In the middle of the shelf is a full jar of Jelly Belly’s Jelly Beans, [her last resort] which is highlighted by spotlight lighting. The children yell at her, requesting blueberry pancakes, buttered toast and fruit salad for breakfast. An over the shoulder shot then reveals her passing her children a plate of several jelly beans each. Her children question her and she replies saying ‘Jelly Belly’s all new Jelly Bean recipes, where you can mix and match flavours to taste like any meal.’ The children willing eat the jellybeans and exclaim that they taste exactly like what they asked for. The commercial ends with a scene of the family driving away to school from the position of a bird’s eye

She has blonde hair, is in her thirties and was only observed as wearing pyjamas in the commercial. The target audience can relate to her, as she is of similar age and is experiencing something that the target audience have had happen to them in their lives. The three children [two boys and one girl] are nameless, but are estimated to be between the ages of five and eight. The children are pertinent to the demographic and like their mother, are only seen in their pyjamas.

The location that suited the criteria was a suburban family home. The two-storey home includes a swimming pool, garden and extensive backyard. These features augment the authenticity of the set, as they’re classic entities that could be found in a family home with young children.

The soundtrack that features in Beans for Breakfast was chosen to enhance the mood of a busy schedule. The song ‘Running Late’ sung by Yellow Radio, released in 2013, was chosen for non-diegetic and pleonastic music. The music is used in the second scene, where the mother frantically arises and hastily scrambles to prepare breakfast. The chorus of the song is also used in the closing scene where the family drive away to school. The song was chosen due to the name being related to the theme and its upbeat tempo and intense