Stuck on a road trip to Grandma’s with a backseat full of kids who forgot their indoor voices at home? Spent 7 hours typing up a document only to have your computer go on the fritz and lose everything? Yep, it’s all fun and games until someone gets a headache. Thankfully, for the past five decades, people have been able to turn to Excedrin® Extra Strength to relieve their headache pain. Excedrin® Extra Strength is a combination product – acetaminophen/aspirin/caffeine – that delivers temporary relief of minor pains and aches due to headaches.
Headaches are painful and can turn life’s daily little stresses into colossal struggles. However, when it comes to headache-inducing moments (once the Excedrin® Extra Strength kicks in), all you can do is look back on them and laugh.
This is precisely why Excedrin® Extra Strength is turning to YOU to tap into your personal experiences and creative brainpower to create content about a, relatable, headache-causing moment with which others will identify.
The goal of this project is to create clever, insightful and relatable 60-second videos around one of the 16 headache inducing situations below. Videos should showcase one of the numerous headache-inducing situations that people encounter every day; the focus of the video is not about treating headaches or the details of the product, but more about situations that might make someone reach for Excedrin® Extra Strength. People don’t necessarily like talking about their headaches, but they do like talking about the situations that cause them. Remember, these videos are NOT intended to laugh at people’s pain but to show clever and relatable headache-causing moments at which we can all laugh. The situations should be tastefully humorous (think smart humor), something you would feel comfortable sharing with your family or boss.
16 Headache Inducing Situations (Pitches must be based on one of the following)
1. Drivers with Kids in the Backseat
2. Frazzled Flyers
3. Pawns of a Deadline Pusher
4. Parents Raising Teenagers
5. Parents Raising Toddlers
6. First-Time Parents
7. Technology Crashers
8. Tax-Filing Citizens
9. Loyal Fans of Losing Teams
10. Rush Hour Commuters
11. Customers on Hold
12. Monday Sufferers
13. Drivers at the DMV
14. Furniture Assemblers
15. Late Nighters
16. Dental Patients
This is your opportunity to create a truly clever video. The goal is one that all writers and filmmakers aspire to: tell a story that is specific and unique, while simultaneously relatable. The most important thing is to create a piece of shareable content containing a tastefully humorous headache inducing moment.
***IMPORTANT NOTES REGARDING PITCHES***
One Pitch per Headache Situation will be selected. While the contents of the Pitches will not be made public the Headache Inducing Situations members base their Pitch on will be.
All Pitches must include a written summary that clearly communicates your vision. Written summaries need to be included in the specified section of the Pitch submission page and must be 500 characters or less. This does not preclude you from submitting supporting images, videos etc. but you must complete the written section.
--Key Marketing Messages:
• Headaches are where Excedrin® excels
• End headaches fast
--Target Audience: Men and Women, ages 18-54.
--Executional Mandatories:
• All videos must utilize Excedrin® Extra Strength and NOT any other Excedrin® product or category competitors (Advil, Tylenol, Aleve, Bayer, store brands, etc.)
• Videos must be based on one of the 16 provided headache inducing situations.
• Videos must include at least one brand mention during the video.
• Always include the ® when referencing Excedrin® in any copy.
• Under the logo, please include the following language: “This product should only be used as directed.”
• Do not include actual product in the video.
--Tone: While we are looking for humorous situations that cause headaches, they need to be tastefully funny. Please keep everything PG/PG-13, nothing remotely close to R.
--Exposure: Excedrin® will host the videos on its Facebook page and drive consumers to view through paid, owned and earned media on Facebook, Twitter, YouTube, as well as media and blogger relations.
This project will be worth a total of $75,000 and consist of two phases, a Pitch Phase and a Video Phase. Be sure to read the following information carefully as well as the Official Rules.
PHASE 1: PITCH – Using text (500 characters or less), images (storyboards), video, and external links (to other supporting assets, i.e., your reel, etc.), give us your Pitch (What Is a Pitch Phase?) for how YOU would go about producing a 60 second video based on one of the 16 provided headache-inducing situations. All Pitches must include a written summary that clearly communicates your vision. Written summaries need to be included in the specified section of the Pitch submission page and must be 500 characters or less. The SIXTEEEN (16) most compelling Pitches within each specified Headache Inducing Situation will be selected and will each receive $700 to help create their Video. Those winners (upon submitting their Winner's Affidavit and IP Assignment) will also be GUARANTEED a winning place in the subsequent Video Phase. So, if your Pitch is selected and you submit a video during the Video Phase, you will win an additional $500, at a minimum, and have a chance to compete for the $20,000 first place Video prize (subject to deduction for one-time 5% residual payment). Remember your Pitch can include any, and all, of the assets mentioned above and you MUST include a link to some of your previous video work on Tongal or elsewhere to be considered for this phase. For an example of an effective pitch, check out Jeff and Noah’s winning Nespresso “Where Creativity Starts” Pitch. All Pitches will remain private until after the winners of the Video Phase are announced and the Project is complete. Keep in mind, if you don’t win the Pitch Phase or choose not to create a Pitch, you will still have the opportunity to create and submit a “Wild Card” Video.
PHASE 2: VIDEO – The SIXTEEN (16) winners from the Pitch Phase will create a 60-second video based upon their winning Pitches, and all other creators are invited to enter a “Wild Card” (What Is a Wildcard?) submission that is not based on any winning material from the previous phases. The Judges will score all Wild Card Videos and the FOUR (4) highest scoring Wild Card Video and the SIXTEEN (16) winning Videos submitted by Pitch winners will be scored to determine the standings for the Video Phase. Remember, the SIXTEEN (16) Pitch winners, along with FOUR (4) non-Pitch Video creators, will receive prizes.
Video Phase Payout: Winners of the Video Phase will earn the following prizes:
1st: $20,000
2nd: $10,000
3rd: $7,500
4th: $5,000
5th: $ 4,000
6th: $3,000
7th: $2,000
8th: $1,500
9th: $1,500
10th: $1,300
11th: $1,000
12th: $1,000
13th: $1,000
14th: $1,000
15th: $1,000
16th: $1,000
17th: $500
18th: $500
19th: $500
20th: $500
--Music: Tongal has partnered with Audiosocket, a boutique music licensing and technology company representing more than 2,400 emerging bands, composers and record labels. This is not "stock" music. It is an inventory of more than 40,000 original, culturally relevant songs and music that have been compiled into a premium roster. Audiosocket's music will be available to Tongal members at no charge solely for their incorporation into Tongal members' submissions to this Project. Tongal members are encouraged to browse the Audiosocket roster, available by clicking on the "Audiosocket" button on the right hand side of this page. If you are interested in using a track from the Audiosocket roster, as described above, just add the track(s) you want to use to your cart using the "+cart" button, then click the "checkout" button. Enter the Tongal project name and click the "purchase and download" button to acquire the track for free ($0.00). Lastly, click the "download track" button, which will initiate the music file download. You may only use THREE Audiosocket tracks maximum as part of your video submission.
1. Videos MUST not exceed 60 seconds in length. Preferred format 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.
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, 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. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of the makers of Excedrin® Extra Strength.
5. Submissions must not portray Excedrin® Extra Strength in a negative way, the determination of which will solely reside with the makers of Excedrin® Extra Strength.
6. Videos must be in the English language.
7. Limit 5 submission(s) per member, per phase.
8. Minimum 50 Pitches, or the contest will repost for 14 days.
9. Sponsor will be entitled to one reasonable round of 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.
10. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, winning video creators MUST also provide Talent, Location, and Music Releases for all assets appearing in the video as well as the project files, editing sequence and an uncompressed quicktime .mov file in either Animation or ProRes 422 codecs at either 1920x1080 or 1280x720 to claim their prize.
11. BY SUBMITTING A VIDEO ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES SOLELY THE PROPERTY OF TONGAL – 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 WEB SITE 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 WILL RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT AND EXPULSION FROM THE TONGAL COMMUNITY, INDEFINITELY.
12. 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.