Vignette

The vignette will establish a “character” or “family” (resembling the specific brand target) and through the course of running the series, an audience will get to know the characters and the brands at the same time by seeing them in context of the storyline.

A common vignette approach is to establish a brand connection and develop it slowly through continued reinforcing as opposed to a quick and time-sensitive brand messaging found in a commercial. A series of vignettes will usually be associated with a campaign lasting 13-weeks or more whereas the typical lifespan of a brand-sell commercial is less than 8 weeks.

Commercial Message – these paper towels are super absorbent and all this week they’re only $1.69

Shaw Media shoots a lot of custom vignettes each season. Increasingly, vignette based campaigns are requesting host involvement as many Shaw Media conventional and specialty hosts have score highly in viewer approval, confidence and trust surveys. A typical host involved vignette series would be shown in sequence over the episodic run of that hosts program, usually a 13-week campaign.

Standard lengths are :30 and :60 seconds. Vignette lead-times vary greatly, especially if involving a host or requiring shooting in a specific location or season. Shaw Media can produce vignettes which are purposed for its networks and for other broadcasters in Canada and around the world. Please consult your Marketing Ventures representative.