I can't believe it's not Butter! has been delighting and entertaining women in the U.S. since the ‘80s. I can’t believe it’s not Butter! became famous for its extravagant tales of delicious “romance.” There were some super suave ads featuring the unforgettable Fabio and his glorious, flowing mane. There was “Will and Grace” star Megan Mullally “Turning Tubs Around” as she tangoed throughout the supermarket. Clearly, it’s always been I can't believe it's not Butter!’s mission to deliver on fun in an over-the-top style that never takes itself too seriously. But as the times have changed, I can't believe it's not Butter! had to churn along with them.
Which is where you come in, you little Tongal brood! Now that oh-so-creamy deliciousness is calling out for you… because this time it’s YOUR shot to make an I can’t believe it’s not Butter! video, and this time… it could be for TV!
The goal of this project is to create an entertaining 30 second video for I can’t believe it’s not Butter! The winning video may even be aired on TV!
Pop culture AND over-the-top creativity are a big part of their brand and important to their consumer, so go nuts and spread some I can’t believe it’s not Butter! on your pop culture.
Also, Nutrition + Entertainment are the headlines to hit. So, use the 2009 “Turn the Tub Around” campaign as an example of a successful combination of the two.
Your video should get people to turn the tub around to discover the better-for-you benefits of I can’t believe it’s not Butter! in a fresh, original way.
So spread it on thick, because they want women to know that I can’t believe it’s not Butter! is better for them, and tastes just as good as fresh butter!
--Key Marketing Message:
• Turn the tub around and discover the delicious, fresh buttery taste that is a better alternative to butter.
• I can't believe it's not Butter! has 0 grams trans fat per serving, 70% less saturated fat than butter, and no cholesterol!*
*I can’t believe it’s not Butter! Original 58% vegetable oil spread contains 8g fat (2g saturated fat, 0g trans fat) and 70 calories per serving, whereas butter contains 11g fat (7g saturated fat) and 100 calories per serving.
--Executional Mandatories: You must include:
• One visual of the I can’t believe it’s not Butter! tub
• One mention of the full brand name
• The “Turn the Tub Around” call to action – but NOT the previous song used in the Megan Mullally commercial.
--Target Audience: Women 35-45 years old (Bullseye Target Age 40), Household Income $65k+, 2 children, 75% Working Full/Part Time, College graduate.
--Tone: Full of flavor. Always fun. Free of risk. Happiness-enabling. A big exclamation point after a bold statement.
--Exposure: The intention of this video project is to air the winning video on TV (e.g., Network, Cable), pending creative review. Additionally, the winning video may be used for digital distribution (e.g., YouTube, Banner ads, Facebook page, www.icantbelieveitsnotbutter.com).
This project will be worth a total of $50,000 and consist of three phases, an Idea Phase, a Pitch Phase and a Video Phase. Be sure to read the following information carefully as well as the Official Rules.
PHASE 1: IDEA – Tell us your Idea for an I can’t believe it’s not Butter! Video in 140 characters or less. Remember, an Idea (What is an Idea Phase?) is not a detailed script; it is a spark of inspiration, or a distillation of what will happen in the Video. As always, Ideas should be clever and engaging. Winning Idea creators will each receive $500 and a 5% one-time residual payment for every winning Video their Idea is used to generate. (That means if your winning Idea is the basis for the 1st place Video, you will receive $1,250, the 2nd place Video $500, the 3rd place Video $250 and the 4th place Video $125) – see Video Phase Payout details below.
PHASE 2: PITCH –
NOTE: FOR THIS PROJECT YOU MUST INCLUDE EITHER STORYBOARDS OR A VIDEO PITCH OR YOUR SUBMISSION WILL NOT BE CONSIDERED.
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 30 second video based on one of the winning Ideas. The THREE most compelling Pitches will be selected and will receive $2,000 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 $2,500, at a minimum, and have a chance to compete for the $25,000 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. 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 3: VIDEO – The THREE winners from the Pitch Phase will create a 30 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 one (1) highest scoring Wild Card Video and the 3 winning Videos submitted by Pitch winners will be scored to determine the standings for the Video Phase. Remember, the THREE Pitch winners, along with one non-Pitch Video creator, will receive prizes.
--Video Phase Payout: Winners of the Video Phase will earn the following prizes: 1st place $25,000, 2nd place $10,000, 3rd place $5,000, 4th place $2,500 (less any 5% one-time residual payments paid to Idea winners, as applicable).
--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.
I can’t believe it’s not Butter!
“Over the Top Delicious” Video Project Details and Rules
THESE “PROJECT DETAILS” ARE A PART OF AND IN ADDITION TO THE TONGAL.COM OFFICIAL RULES. IN THE EVENT OF ANY CONFLICT OR INCONSISTENCY BETWEEN THE TONGAL.COM OFFICIAL RULES AND THESE PROJECT DETAILS, THE PROVISIONS IN THESE PROJECT DETAILS WILL GOVERN. BY ENTERING THIS CONTEST, YOU AGREE TO THESE PROJECT DETAILS AND THE TONGAL.COM OFFICIAL RULES, WHICH ARE A CONTRACT, SO READ THEM CAREFULLY BEFORE ENTERING. THIS CONTRACT INCLUDES INDEMNITIES TO THE SPONSOR FROM YOU AND A LIMITATION OF YOUR RIGHTS AND REMEDIES.
NO PURCHASE NECESSARY TO ENTER OR WIN. A PURCHASE WILL NOT INCREASE YOUR CHANCES OF WINNING. VOID WHERE PROHIBITED BY LAW.
WINNER(S) WILL BE REQUIRED TO RESPOND TO WINNER NOTIFICATION AND OTHER COMMUNICATIONS FROM SPONSOR WITHIN FORTY-EIGHT (48) HOURS OR OTHER TIMEFRAME SPECIFIED IN THE NOTICE(S) FROM SPONSOR OR PRIZE MAY BE FORFEITED (IN SPONSOR’S SOLE DISCRETION). WINNING ENTRIES WILL BE OWNED BY [UNILEVER] AND MAY BE POSTED ONLINE AND ELSEWHERE.
The I can’t believe it’s not Butter! “Over the Top Delicious” Video Project (“Contest”) begins on September 28, 2012 and ends on October 26, 2012 (“Contest Period”). The Contest consists of three (3) phases of participation. The first phase runs from the beginning of the Contest Period and ends on October 3, 2012 (“Phase 1 Entry Period”). Eligible individuals may participate in the first phase of the Contest by submitting an Idea in 140 characters or less via Tongal.com as more fully described below. The second phase begins on October 3, 2012 and ends on October 10, 2012 (“Phase 2 Entry Period”). Eligible individuals may participate in the second phase of the Contest by creating and submitting a Pitch via Tongal.com as more fully described below. The third phase begins on October 10, 2012 and ends at the end of the Contest Period (“Phase 3 Entry Period”). Eligible individuals may participate in the third phase of the Contest by creating and submitting a Video via Tongal.com as more fully described below.
The Contest is open only to residents of the fifty (50) United States and District of Columbia who are at least eighteen (18) years of age at time of initial participation. To be eligible you must have a valid Tongal.com account, Internet access and a valid e-mail address. Persons in any of the following categories are NOT eligible to participate or win any prize in the Contest: (a) persons who are employees or agents of Sponsor; (b) individuals engaged in the development, production or distribution of materials for this Contest, including, without limitation, Tongal, Inc. (“Tongal”) (collectively and together with the Sponsor, the “Contest Entities”); and (c) persons who are immediate family members (defined as spouse, IRS dependent, or biological, foster, or adoptive step- mother, father, sister, brother, daughter, or son and each of their respective spouses) of any person in the preceding category, regardless of where they live, and/or individuals who reside in the same household, whether related or not, as any person in any of the preceding categories. Any person who has been convicted in a court of law or who entered a plea of guilty or no contest to any felony is not eligible and cannot participate. The Contest is void where prohibited by law. Participation in this Contest constitutes entrant’s full and unconditional agreement to and acceptance of these Project Details, the Tongal.com Official Rules and the decisions of Sponsor, which will be final and binding.
PHASE 1: To participate in Phase 1, eligible individuals (see “Eligibility” section above for eligibility requirements) must create an idea for an entertaining 30 second video to air on TV for I can’t believe it’s not Butter! in one-hundred and forty (140) characters or less (“Idea”) and then logging in and following the on-screen links and instructions to submit the Idea and all required information via Tongal.com (“Web Site”) during the Phase 1 Entry Period. All Ideas must comply with the “Submission Requirements” detailed in that section below and otherwise comply with these Project Details and the Tongal.com Official Rules. Limit five (5) Ideas per Tongal.com account.
PHASE 2: To participate in Phase 2, eligible individuals (see “Eligibility” section above for eligibility requirements) using text (500 characters or less) and images (storyboards) and/or video, and external links (to other supporting assets, i.e., your reel, etc.), must create a Pitch for producing a 30 second video based on one (1) of the top three (3) Ideas from Phase 1 of the Contest. The top three (3) Ideas upon which Pitches can be based will be posted to the Web Site on or about October 3, 2012. Eligible individuals must then log in and follow the on-screen links and instructions to submit the Pitch and all required information via the Web Site during the Phase 2 Entry Period. All Pitches must comply with the “Submission Requirements” detailed in that section below and otherwise comply with these Project Details and the Tongal.com Official Rules. Limit five (5) Pitches per Tongal.com account.
PHASE 3: To participate in Phase 3, eligible individuals (see “Eligibility” section above for eligibility requirements) must either be a Phase 2 Pitch Winner and produce their Pitch into a video, or create a “Wild Card” submission, which is an entertaining 30 second video to air on TV for I can’t believe it’s not Butter! not based on any winning submissions from the previous phases and otherwise meeting the criteria established by the Sponsor. Phase 3 will begin on or about October 10, 2012. Eligible individuals must then log in and follow the on-screen links and instructions to submit the Video and all required information via the Web Site during the Phase 3 Entry Period. All Videos must comply with the “Submission Requirements” detailed in that section below and otherwise comply with these Project Details and the Tongal.com Official Rules. Limit five (5) Videos per Tongal.com account.
The following applies to all participation in all phases of the Contest: Ideas, Pitches and Videos together will be referred to as “Entrant Content.” Entrant Content received during the Contest Period and recorded on the Web Site as of the end of each respective phase will be judged as more fully detailed in the “Winner Selection” section below among all other eligible Entrant Content received during the same phase of the Contest Period. The Web Site’s database clock will be the official timekeeper for this Contest. For purposes of this Contest, only submissions actually received and recorded through the Web Site on the Web Site’s servers will be considered. Other proof of submitting or attempting to participate (such as, without limitation, a printed, saved or copied automated receipt confirming entry or a “thanks for entering” screen or message) does not constitute proof of actual receipt of the Entry for purposes of this Contest. Entries must be submitted and received by Sponsor during the Contest Period through the Web Site and in strict accordance with the instructions and restrictions on the Web Site, the Tongal.com Official Rules, and these Project Details. As a condition of entering the Contest, without limiting any other provision in these Project Details, each entrant gives consent for Sponsor and its agents to obtain and deliver his or her name, address and other information and content to third parties for the purpose of administering this Contest and complying with applicable laws, regulations, and rules. ENTRIES MAY NOT BE ACKNOWLEDGED OR RETURNED AND MAY BE DESTROYED.
Entrant Content must meet all of the following requirements in Sponsor’s sole discretion or the associated participant will be disqualified (please also review the Tongal.com Official Rules for additional submission requirements):
• Ideas must be written in English and MUST NOT exceed one-hundred and forty (140) characters in length.
• Pitches must be written in English and MUST NOT exceed five-hundred (500) characters in length and MUST BE supported with images (storyboards), video, and external links (to other supporting assets).
• Videos MUST not exceed 30 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.
• 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.
• 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.
• Tongal has partnered with Audiosocket, a boutique music licensing agency representing more than 1,400 emerging bands, composers and record labels. Tongal members are encouraged to browse the Audiosocket catalog, available at http://audiosocket.com/.
• Videos MUST mention the full brand name, I can’t believe it’s not Butter!, at least once and show at least one visual of the I can’t believe it’s not Butter! tub.
• Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of I can’t believe it’s not Butter!.
• Submissions must not portray I can’t believe it’s not Butter! in a negative way, the determination of which will solely reside with I can’t believe it’s not Butter!.
• Videos must be in the English language or subtitled.
• Limit 5 submission(s) per member, per phase.
• Sponsor will be entitled to one reasonable round of revisions on the finished videos without providing additional compensation, as determined in Tongal and Sponsor’s sole discretion, in line with the standard expectations of a set of revisions for all Tongal projects. Remember it's easier to re-edit than re-shoot so try to get as much coverage as possible. Sponsor and Tongal retain the right to reject videos not including such revisions. All decisions are in the sole discretion of Sponsor and Tongal.
• 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.
• 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.
Entrant agrees that his/her participation in the Contest and agreement to these Project Details and any Released Party’s (as defined in the Tongal.com Official Rules) display and use of the Entrant Content will not violate any agreement to which entrant is a signatory or party, including, without limitation, any guild or union membership terms or agreements.
Entrant agrees to indemnify the Released Parties against any and all claims from any third party for any use or reuse by any Released Party of the Entrant Content.
Sponsor reserves the right in its sole discretion to disqualify from the Contest and/or remove from displaying or publishing any entry or Entrant Content that, in its sole discretion, does not comply with these requirements or these Project Details. Sponsor reserves the right in its sole discretion to provide a participant with the opportunity to correct a deficiency and resubmit the Entrant Content by the applicable deadline and to edit any Entrant Content.
ALL ENTRANT CONTENT REPRESENTS SOLELY THE VIEWS/OPINIONS OF THE INDIVIDUAL PARTICIPANT AND DOES NOT REFLECT THE VIEWS/OPINIONS OF SPONSOR IN ANY MANNER. SPONSOR IS ACTING AS A PASSIVE CONDUIT FOR THE POSTING/PUBLICATION OF SUCH CONTENT AND HAS NO OBLIGATION TO AND EXPRESSLY DISCLAIMS ANY AND ALL LIABILITY IN CONJUNCTION WITH SCREENING, MONITORING OR REVIEWING SUCH CONTENT.
ENTRANT CONTENT RIGHTS:
AS MORE FULLY DETAILED IN THE TONGAL.COM OFFICIAL RULES, EACH PARTICIPANT ACKNOWLEDGES AND AGREES THAT ALL RIGHTS OF OWNERSHIP RELATED TO ANY IDEA AND VIDEO HE OR SHE SUBMITS IN CONNECTION WITH THE CONTEST ARE AUTOMATICALLY TRANSFERRED TO TONGAL OR SPONSOR, AS APPLICABLE. Each participant agrees not to instigate, support, maintain, or authorize any action, claim, or lawsuit against the Released Parties and each of their affiliates, licensees, or any other person in connection with this Contest, on the grounds that any use of any entry, Entrant Content, or any derivative works, infringe or violate any of participants rights (including MORAL RIGHTS) therein.