PROJECT PROFILE:
American Bullion - A Thought-Provoking TV Commercial

What Is Really In Your Retirement Account?

Situation

American Bullion is a precious metals company specialize in converting your existing IRA or former 401K into gold or other precious metals. American Bullion carries all U.S and European Pre-1933 coins, as well as modern gold and silver bullion in the full spectrum of currently available coins and bar products.

The company approached Seven Pictures in need of a new television commercial. They were unsatisfied with their current TV Spot and were in search to have something new, something more effective. The purpose of the television commercial is to inform the public about the unstable value of the dollar and the security of investing in gold and other metals. This commercial would have expectations to elevate American Bullion above the competition as well as enhancing the company's image and branding.

Project type

Television Commercial / TV Spot

Project span

August 2011 – November 2011

Production challenges

The main challenge for this particular production was creating a concept for the video that would serve as a call to action rather than being another gold infomercial. After researching competitors, we noticed the different companies all had the same flavor to their TV Spots. They all came off as short infomercials based on green screen technology. Seven Pictures needed to figure out a way to elevate American Bullion away from those standard cheesy acts. The competition was full of men yelling, "Buy now! Invest in gold!" Instead of giving off a demanding impression like those of their competitors, this video had to jump start people's thoughts and promote awareness.

Solutions

Seven Pictures created a high quality Television Commercial dramatizing a thought-provoking situation. Seven Pictures came up with the concept of your retirement plan in $ = "blank money," money that has no value. Because the value of the dollar is unstable, if it were to collapse, it would happen without warning. This promotes the idea that we should invest in something real, of real value, gold!

By doing a dramatization, it becomes more relatable to the viewer. The entire video becomes a call to action or wake up call. This way, the ad can avoid any distractions demanding people to call and ask questions. Instead, people more aware of an issue that will affect them, and make them go into action.

Benefits to client

The client now has a high quality television commercial that will give potential clients more confidence in investing their retirement $ in gold with American Bullion. Having a high quality production and communicating an important message will help build trust between the company and potential clients. This will improve the reaches in to American Bullion. Overall, the company image and branding is elevated and American Bullion stands out from the rest of the competition by focusing on an issue and making a call for action rather than making cheesy demands from its audience.

From the customer

"… pending…"

About Seven Pictures

Seven Pictures produces high quality Video Productions with a cinematic look and feel. By choosing to work with Seven Pictures, you are investing in your company. We have your best interest in mind. We aren't the cheapest, but we make you look good!

Story Board

Video transcription:

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