THE PRODUCT:

Crest Whitestrips can remove 10+ years of stains, and are a #1 dentist recommended product. Their slogan is 'Whiten Your Teeth Wherever, Whenever with Crest Whitening Emulsions.' It's a safe & effective enamel with no messy trays or gels and can last 6 months or more! They are a super convenient at-home way to whiten your teeth.

ROKU CREATIVE BEST PRACTICES:

• A call to action early in the commercial - and at mid-point - improves performance.
• Live action visuals that references the call to action and/or the offer can improve performance threefold.
• If live action isn't possible, visuals and/or voice over additions will improve performance.
• Including a call to action in the overlay image helps to clarify the opportunity.
• A consistent storyline that focuses on the product being advertised - instead of creating a complex narrative - is best.
• Videos with a lighter background are encouraged to ensure that Roku's dark purple overlays stand out prominently.
• Put disclaimer/legal copy in gray at the bottom part of the video to avoid being obscured by overlays (Roku overlays are already optimized for legal copy in the bottom).
• Avoid showing any critical information too close to the edge of the TV screen. For their default canvas size, this means having a 90 pixel left/right side margin and a 60 pixel top/bottom margin.

Action Safe Area

• Avoid showing any critical information too close to the edge of the TV screen. For our default canvas size (1920x1080) this means having a 90 pixel left/right side margin and a 60 pixel top/bottom margin.

ROKU INTERACTIVE ADS:

With Walmart Connect + Roku, streamers will now be able to purchase any product fulfilled by Walmart right on Roku, America's #1 streaming platform, by simply pressing OK on their Roku remote. 

Here is an example of the overlay in action. As you can see, once the viewer hits okay to buy they're taken to a checkout screen wherein they can quickly purchase the item using pre-populated payment information without interrupting the flow of their viewing experience. 

Your number one goal, as stated above and continuously repeated, is to get the viewer to Press Okay to Buy. This technology is relatively new, so Roku is interested in unique ways to tackle this challenge.

Crest Whitestrips' tissue test is ubiquitous with teeth whitening; Roku is America's #1 Streaming Platform. Together, with Roku's Interactive Ad technology, they will be bringing the opportunity to purchase Crest Whitestrips directly from your connected TV using the power of the Roku remote. The goal of this project is to create a direct response video that prompts viewers to 'Pick Up Your Roku Remote To Purchase On Your TV Screen.'

With this project, we'll be repurposing this existing video. We don't need to change the messaging, simply adapt it to fit Roku's creative best practices. We need to integrate a strong call to action (CTA) leading the viewer to pick up their Roku remote and 'Press OK to Shop Now.'  The challenge will be doing so in a creative way that doesn't disrupt the already well-established message that Crest has cultivated here. You can find all project assets in this folder.

To rework this, you might choose animation or voiceover. The simplest way to execute this would be adding the required 'Press OK to Shop Now' messaging to the endcard VO, but we are open to seeing other creative interpretations. If you do use voiceover, we suggest replacing the existing voiceover entirely.

The Roku team will be testing different overlays on each creative version of your video. (Note: The overlay copy will be updated to "100% Noticeable Whiter Teeth, Guaranteed" in the final version.) You don't have to do anything special for this, but it would be helpful to plan your visual arrangement to accommodate the eventual inclusion of this overlay. Check out more information on how the interactive element works in Background. It's important to note that while you'll be integrating Roku's creative best practices, you should still adhere to Crest's brand guidelines.

Importantly, Gilette is a Screen Actor's Guild (SAG) signatory, so if you use any voiceover (and voiceover makes a lot of sense here), then your actor will receive the SAG minimum usage rates (i.e. 4 weeks usage at $1,574 per talent). You won't have to pay these usage rates out of your production budget, so don't worry about that. The actor does not have to be a member of SAG when you hire them, so this could help you bring in some talented VO artists. We've included more detail about SAG in the Executional Mandatories and we're happy to answer any further questions you may have about this process.

For any questions or other project updates, check out the Project Forum.

 

DELIVERABLES: There are 2 total video assets.

• One :30 video (16x9)
• One alternate :30 version (16x9) 
• Alternate variations will involve minor editorial changes, such as CTAs, end-card designs, on-screen text copy, voiceover lines, or other minor edits. This will be decided between the selected editor and client during the revisions process.

 

TIMELINE: Full Project Timeline

 

EXPOSURE: Roku Streaming Services

TARGET AUDIENCE:

• TBD

 

TONE:

• Positive: Confident, smile-provoking, optimistic
• Accomplished: Masterful, successful, acknowledged
• Down-to-earth: Grounded, authentic, brand of the people yet contemporary

 

EXECUTIONAL MANDATORIES: 

• Adhere to Roku's creative best practices.
• You must hire SAG talent and/or pay SAG minimum usage rates for any talent in your video, and you must also specify that this is a SAG production in any casting calls. This does not mean that you're limited to casting SAG voice actors though; instead, any actor you hire must be paid the SAG minimum usage rates (4 weeks, $1,574 per talent), and that payment will be handled through Tongal's vendor. If your actor is not SAG, they will need to sign a Taft-Hartley form for the union. Tongal can help you with this paperwork if you've never done it before, and it's not difficult.
• Must include the CTA 'Press OK to Shop Now'

1. Preferred format for upload to the Tongal website is HD 720p 16x9. Acceptable file formats are .mov, .avi, .mp4, .wmv. Acceptable codecs are H.264 (MP4), MPEG-4, H.263, MPGV, WMV, DivX. Should your submission be greenlit, you will also be required to provide a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec.
   
   
2. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.
   
   
3. In the event you utilize any third-party materials, such as music provided by a third-party music provider not provided by Tongal, you must obtain full written license and consent from the owner of such third-party materials and provide such license and consent forms to Tongal.
   
   
4. BY SUBMITTING A VIDEO ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.
   
   
5. You may not contact any employees or members of the Sponsor’s organization, their affiliates, or any of their partners. Failure to comply with this requirement may result in disqualification of your entry in the project.
   
   
6. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
   
   
7. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.
    
8. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.
    
9. Videos must be in the English language or subtitled.
    
10. Limit 5 submissions per member, per Phase.
     
11. You must be at least thirteen (13) years or older to enter.
    
    
12. The Sponsor reserves the right to repost the contest.
    
    
13. In addition to the judging criteria stated in the OFFICIAL RULES, Pitches will also be evaluated on that member's ability to execute the final Video based on their prior work and experience as a filmmaker.
    
    
14. The Sponsor will be entitled to reasonable revisions on the finished Videos without providing additional compensation. Remember it's easier to re-edit than re-shoot so try to get as much coverage as possible.
    
    
15. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, greenlit Video creators MUST also provide Talent, Location, Music (or other) Releases for all assets appearing in their Videos, as well as a photograph/headshot OR copy of a photo ID for all On-camera Talent releases. You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec to claim your earnings.
    
    
16. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.