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GoPro at Home
Advertising Campaign
Compiled by:
Emily Dvorchak, Market Research Director
Monique McCain, Creative Director
Tyler West, Account Manager
Oliver Banton, Account Manager

April 22, 2015

Table of Contents
Section I: Campaign Strategy..........................................................................................................1
Section II: Campaign Execution......................................................................................................3
Section III: Overview/Review.........................................................................................................5
Note to Reader.................................................................................................................................7
Concept: TV Commercial................................................................................................................8
TV Commercial Storyboard............................................................................................................9
Concept: Facebook Ads.................................................................................................................11
Facebook Ad #1.................................................................................................................12
Facebook Ad #2.................................................................................................................13
Facebook Ad #3.................................................................................................................17
Concept: Instagram Ads.................................................................................................................18
Instagram Ad #1: Baby on a Swing...................................................................................19
Instagram Ad #2: Baby Using a Walker............................................................................20
Instagram Ad #3: Dog Playing with Stick on a Beach......................................................21
Print Ad..........................................................................................................................................22
References......................................................................................................................................23

Section I: Campaign Strategy

Objective
Our main objective is to help GoPro sell more products. To do so, we plan to implement
an advertising campaign that will enable the company to reach a new target audience by
increasing awareness of new and different ways to use GoPro cameras.
Since its founding in 2002, GoPro has catered its advertising strategies to white men,
ages 15 to 35, who participate in extreme sports and live in middle or upper-middle-class homes
(GoPro). By meeting the needs of this target market, GoPro has achieved a market cap of more
than $5 billion (GoPro, Inc.). Given the narrow scope of this target market, GoPros sales
figures represent a truly incredible feat, and it has been widely recognized as a category leader
(Rose).
However, we believe GoPro can extend its product offering a step further. The company
need not limit its product perceptions and uses to the extreme sports market. Instead, we aim to
communicate that consumers can use GoPro cameras to film domestic activities. We will launch
a new campaign, titled GoPro at Home, that will advertise this concept to a much wider
audience. Ultimately, because this campaign will expand GoPros customer base, it will help the
company sell more products.
Target Audience
To accomplish our objectives, we will extend GoPros primary target audience beyond
extreme sport participants. We will primarily target women and families, as we believe they are
most likely to film everyday activities in the home. We will target all racial groups and
ethnicities. As mentioned, we hope to eliminate the current perception that only young white
males should purchase GoPro products. For this reason, our ads will feature people of different
ethnic backgrounds using GoPro cameras in the home setting. We will also expand and raise the
age range of targeted consumers, to reach an audience of people ages 20 to 45. Additionally, we
will reduce the targeted income level. While GoPro previously only targeted consumers earning
more than $60,000 per year, we will now target consumers earning $40,000 or more. Throughout
the world, many homeowners earn approximately this amount (USA QuickFacts), which will
allow us to promote GoPro at Home to these average families. In terms of geographic location,
we will target people living in suburban areas, as the majority of families whom we wish to
target reside in locations such as these. Our audience will consist mainly of people with some
level of college education.
Message
To communicate our message, we created the campaign slogan, Capture it All, GoPro at
Home. This slogan represents the idea that consumers can use GoPro cameras for activities
extending beyond extreme sports. Life is full of important moments that often go unrecorded, as
they seem mundane at the time. However, by using hands-free GoPro cameras at home, people
can capture any memories they make with their families, no matter how commonplace those
memories may seem. Upon contemplating this slogan, we want people to realize they can use
GoPro cameras as their primary video cameras in the home setting.
We also hope to emphasize the capabilities and features of GoPro cameras, so that
customers will better understand the product benefits. For instance, GoPro cameras are extremely
easy to use, as they are far less cumbersome than normal video cameras and only have two

buttons. Customers can expect impressive clarity in both videos and pictures. Further, we want to
communicate that many different attachment options exist to help customers use these hands-free
devices in various ways according to their preferences (GoPro).
Most importantly, we want our campaign to utilize an emotional appeal. Our ads will
feature various depictions of people using GoPro cameras in their homes. The purposes will
range from weddings, to birthday parties, to time spent outside with children and pets. When
people see our ads, they will be reminded of similar moments shared with their own families.
They will feel nostalgic, warm, and happy, but they will also feel a slight sadness for moments
that have passed by undocumented and can never again be seen. They should then desire to
purchase a GoPro product, as it will allow them to capture and preserve lifes moments in the
future.
Competition
GoPro has several competitors, most notably Contour and Sony. After GoPro established
itself as an extreme-sports camera brand, both Contour and Sony began manufacturing cameras
that resembled GoPros product offering. Last year, the Sony Action Cam HDR-AS100V was
referred to as one of the first legitimate GoPro alternatives (Rose), and was offered for sale at a
much lower price point than GoPros cameras. Later in 2014, Contour released the Contour+2 to
compete with GoPros Hero 3. Similar in name and function, Contours product offered a more
visually appealing user interface and presented a new threat to GoPros products (GoPro vs.
Contour).
Ultimately, these companies hope to imitate GoPros success, which means targeting a
market of extreme sport participants that closely resembles GoPros target audience. Noticeably,
neither Contour nor Sony has tried to extend that target market since the time when their
products were first released (Rose). This means that if GoPro implements our ideas, the company
will likely experience a competitive advantage, as its competitors have not yet targeted families
with this sort of product. If GoPro can act as the first mover in reaching this extended target
audience, it will truly surpass its competition.
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Section II: Campaign Execution

Selection of Mediums
We chose to launch our campaign through television, social media, and print. Each
specific medium has unique advantages that will fit GoPros needs.
Since our ads promote cameras, we thought it most appropriate to select mediums with
video capabilities. TV offers this advantage. More importantly, our message of capturing it all
is a powerful one, and TV commercials effectively convey the emotional aspects of ideas. With
high quality sound and picture abilities, TV will allow us to evoke emotion with music and
visuals. Further, TV is typically more memorable than other advertising mediums, especially
when commercials are frequently repeated for viewers (Gilbert). We must compel our audience
to remember the message of capturing it all, and TV will help us do so.
Similarly, we chose social media because it offers video capabilities for a smaller budget
than TV. The social media ads that involve video will evoke similar emotions to those of TV.
Also, users will comprehend the possible uses of GoPro in the home setting when they see our
video ads demonstrating these possibilities. Most importantly, according to George Felton in
Advertising Concept and Copy, social media helps brands start a conversation and engage
viewers interactively. So although these messages will likely not be as memorable as those of
TV, they will likely prompt viewers to share content and engage with that content. Social media
users can click on hyperlinks and learn more about GoPro at Home. This main advantage will
exist for both print and video ads on social media. Our call to action is for consumers to visit
www.gopro.com/athome, and since this medium provides a direct opportunity for people to do
so, it makes sense for our campaign.
Finally, we chose to use print. Although this medium does not include video options, we
felt we could not reach our entire target audience without any print ads. Specifically, we hope to
target niche audiences by publishing ads in magazines. The ads will increase awareness and
understanding of the many uses of GoPro in the home setting; for example, cooking, weddings,
and backyard activities. This will enforce the message that GoPro cameras truly capture any
domestic activity that people want to preserve.
Adaptation of Message
As mentioned, our overall message was the campaign slogan, Capture it All, GoPro at
Home. We have included this slogan in each medium, often beside the GoPro logo. The GoPro
logo includes the companys current slogan, Be a Hero. We chose not to eliminate this slogan
from the design, since it sits beside an image of the GoPro camera model, which is actually
called the Hero. We feel the Be a Hero slogan within the logo helps sell this particular camera
model, and we did not want to eliminate that benefit.
In specific ways, we adapted our overall message to each medium as necessary. For
television, we had to incorporate demonstration and narrative (Felton 149). To demonstrate the
selling points of GoPro at Home, we used a video that involves many camera angles. We also
provided an image of the Hero camera to inform viewers of its small size and convenience. Our
video had to tell a story as well. We chose to showcase a wedding, since it would involve many
brief, important moments (arriving, walking down the aisle, kissing the bride) that would tell a
simple story in 30 seconds. Finally, since the soundtrack in TV spots is half the trick (Felton
155), we spent ample time choosing an appropriate song to use in the commercial.
Our social media ads had to involve interesting concepts that would generate buzz and
notoriety (Felton). For this reason, we focused less on content that would communicate a

narrative, and more on videos and images that would grab our target audiences attention with
cute or pleasant stimuli. When video was involved, we still thought carefully about selecting
music. According to Felton, it is important to make an emotional connection on social media,
and we knew that music would help us do so.
In print, we had to convey our message using still images and written copy, rather than
video and music. More importantly, we had to fulfill the aforementioned goal of targeting niche
audiences. You will notice that we focused the subject matter of our print ad on one specific use
of GoPro at Home. Our sample ad would run in Food Network Magazine, and therefore we
had to relate our headline, visual, and body copy to cooking. Finally, without actually showing a
video, we had to ensure readers would understand that GoPro sells cameras. To do this, we
included a picture of the product and wrote the word film in the headline and body copy.
Reach, Design, and Process
Our combination of television, social media, and print mediums will effectively reach the
target market and convey the message. To reach these conclusions, we conducted research as
indicated in the following paragraphs.
The TV commercial will air on broadcast networks like NBC and Fox. According to an
article on AdAge.com, NBC was the top-performing broadcast network during primetime hours
among 18 to 49-year-olds in 2013-14, with 3.47 million viewers per night. Further, Fox has the
youngest audience of the four largest broadcasting networks, with a median age of 45 (Fixmer).
These demographics align with the large target market we hope to reach. Our commercial will
also air on home and family channels like HGTV and The Food Network, since we aim to
predominantly target females. HGTVs female viewership rate is 70 percent, and The Food
Networks rate is 65 percent (Cable Network Profiles). Since many suburban parents will not
have time to watch TV until the hours of 8:00pm-11:00pm, our commercials will air during
primetime hours.
The TV commercial will convey our message using subject matter that relates to the lives
of suburban residents. For instance, when viewers see a wedding filmed with a GoPro camera,
they will relate to the idea and will experience some emotions that prompt them to pay attention
to the commercial. They will then realize that GoPros purposes extend beyond action sports.
Our social media ads will run on Facebook and Instagram. According to Pew Research
Center, 73 percent of 30 to 49-year-olds and 87 percent of 18 to 29-year-olds online use
Facebook, making it the most popular form of social media in existence. Facebook will definitely
help us reach the 20 to 40-year-olds we wish to target. Instagram ranks second highest for 18 to
29-year-olds online, with 53 percent using it (Demographics). With Instagram, we can reach
the younger end of the target market. These ads will convey the message in a manner similar to
that of TV. They will demonstrate heartwarming moments at home, filmed with GoPro cameras.
This will increase awareness of the cameras ability to capture not just sports, but also anything
that matters greatly to suburban residents.
Print ads, as mentioned, will reach niche audiences within the target market. We chose to
create an ad for Food Network Magazine because according to its website, 73.6 percent of
readers are female and more than half are married and 20 to 40 years old. These statistics align
with the target market we outlined in Section I. The print ad will convey our message using a
witty headline and multiple images. We believe that multiple images will evoke more powerful
emotions than just one image, similar to the impact of watching a slideshow of pictures. This
design will convey that GoPro cameras may capture all moments, rather than just one moment.

Section III: Overview/Review

Process
For this project, our process involved many steps. First, we selected a name for our
agency and wrote its mission statement. Afterwards, we discussed our assignment and conducted
some basic online research to identify a product. Once we had chosen GoPro cameras, we
conducted more involved online research. Specifically, we read customer reviews and compared
GoPro to some of its main competitors, including Sony and Contour. We also watched and
critiqued many videos filmed by actual GoPro owners. We then used the results of this research
to brainstorm and develop our GoPro at Home campaign idea.
Next, we wrote an outline of our pitch and determined the various elements of our
strategy. We defined the target audience in terms of gender, race, income, activity, functionality,
and reliability. We identified the pros and cons of our idea, considering it from our audiences
point of view. In order to create a strong presentation, we critiqued and revised our own work
until we felt confident with the results. During the pitch, we provided our client with some
information and enthusiasm regarding the progress of the project. Once we had received
approval and felt comfortable with our ideas, we started building the actual campaign project by
designing prints, writing copy, editing videos, and making storyboards. Within our strategy and
execution, we addressed the audiences emotions, psychological behaviors, and motives for
purchase. We scheduled several team meetings to work on the campaign project.
Product/Organization Selection
According to Pew Research Center, 73 percent of cell phone owners take pictures and
videos with their phones. However, with limited resolution and camera settings, cell phones
typically produce poor quality photos. We suspect that many people seek new and improved
ways to capture special occasions, spontaneous moments, and daily activities. In our group
meetings, this topic arose in conversation and helped launch our project focus. We shared our
past experiences with digital cameras and cell phone photos. One team member discussed his
own personal experience with a GoPro camera, where he used it to film skiing excursions. He
spoke highly of the product, and grasped our interest. We consulted GoPro's company website,
and upon watching videos of dogs filmed with GoPro cameras, we quickly realized the
versatility of the product. GoPro currently offers many benefits to extreme sports enthusiasts, but
we decided the company could extend its offering further. Unanimously, we agreed that GoPro
could expand its target market to reach a much larger audience, extending far beyond extreme
sports enthusiasts.
We then began considering the "everyday" people who would want to capture moments
in their lives with a miniature compact-camera, enjoying the same high-quality experience as
GoPros extreme sports customers. We identified some potential questions that consumers might
pose regarding this product, and we discussed the products many benefits. The camera is
lightweight enough to carry around, simple enough to be used by a child, and compact enough to
fit in the palm of someones hand. Moreover, it produces great picture resolution, and can be
used hands-free so that customers may enjoy lifes activities without interruption. We developed
confidence in the selection of our product and organization, and proceeded with enthusiasm.

Project Strengths
Our team utilized various individual strengths to succeed with this project. In terms of
strategy, we used organizational skills to outline the pitch and successfully field comments and
questions. We incorporated actionable insights that allowed us to see beyond behaviors and
begin to understand consumer intentions, emotions, beliefs, aspirations, and motivations. We
used communication skills to clearly articulate our vision and strategy, including GoPros
product history and growth, GoPros competitors, our advertising mediums of choice, consumer
testimonials, product benefits, and an overarching campaign slogan.
Our team members possessed relevant knowledge regarding research procedures,
computer software techniques, digital design strategies, social media tactics, and writing and
editing, and we used that knowledge to successfully execute our campaign. Our message is clear
and concise, and we expressed our campaign theme consistently not only in the pitch, but also
across each advertising medium of choice. Our goal was to meet the project objectives with a
polished campaign, and we believe we succeeded in doing so.
Project Shortcomings
With more time and resources, we could have improved our project in certain ways. From
a strategic standpoint, we lacked a thorough understanding of the clients intimate knowledge of
GoPro customers, as we could not access GoPros confidential marketing research data. If we
had been able to access this data, our target market would have been more specifically defined.
Similarly, if we could have discussed the companys strategic objectives with a GoPro executive,
our end goals would better align with the companys vision as understood by its internal
employees. With the opportunity to pose specific questions to the client and better understand
consumers needs and wants, the quality of our project could have improved.
In contrast, our execution shortcomings are of minimal concern. We could have improved
the sequence of our PowerPoint, had we rehearsed the delivery of the surprise element more
extensively. We also could have implemented more consistency in the layout and design of our
campaign elements, had we been available to meet more frequently during the final week of the
semester.
Group Work
As a team, we brought forth a plethora of resources including relevant advertising
experience, GoPro product knowledge, research skills, computer software skills, and writing and
editing skills. We divided the project workload as evenly as possible. Every team member
participated in every part of the project.
In order to work as a team, we respected each person's ideas and creativity. We took the
project seriously, and sought to produce a thorough and well-designed pitch for the client. We
communicated using Google Docs and group text conversations, and we scheduled several
meetings on campus to speak in person. Overall, our group worked well together, particularly
because we kept our tasks lighthearted and enjoyed each persons sense of humor.
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Note to Reader:
We created five videos for this campaign, as follows:
1. TV Commercial
2. Instagram Baby Swing Video
3. Instagram Baby Walking Video
4. Instagram Dog Video
5. Facebook Dog Video
We uploaded the videos to a Google Shared folder, and have shared the folder with you
at bkommunications@gmail.com. Please consult this folder to view the videos.

TV Commercial Storyboard

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Music: Somewhere Over the Rainbow by
Isral Kamakawiwo'ole begins playing. Only
ukulele is heard.
Camera: Flyover of wedding.
Time: 0 seconds

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Music: Somewhere Over the Rainbow
continues playing with ukulele and humming.
Camera: Switch to different view of bride and
groom.
Time: 9 seconds

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Music: Somewhere Over the Rainbow

continues playing with ukulele. Humming
begins.
Camera: Ground footage of bride and groom
next to field.

Music: Somewhere Over the Rainbow

continues playing with ukulele and humming.
Camera: Ground footage of bride and groom
exchanging vows.
Time: 8 seconds!

Time: 6 seconds

Music: Somewhere Over the Rainbow

continues playing with ukulele and humming.

Music: Somewhere Over the Rainbow

continues playing with ukulele and humming.

Camera: Switch to different view of bride and

groom.

Camera: Switch to different view of bride and

groom.

Time: 11 seconds

Time: 15 seconds

TV Commercial Storyboard

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Music: Somewhere Over the Rainbow

continues playing with ukulele and humming.
Camera: Freeze frame of couple kissing.
Time: 18 seconds

Music: Somewhere Over the Rainbow

continues playing with ukulele and humming.

Music: Somewhere Over the Rainbow

continues playing with ukulele and humming.

Camera: Screen fades to black.

Camera: GoPro camera appears.

Time: 21 seconds!

Time: 24 seconds

Music: Somewhere Over the Rainbow

continues playing with ukulele and humming.
Camera: GoPro logo appears along with
campaign slogan: Capture it all, GoPro at
home.
Time: 27 seconds

Concept: TV Commercial
As stated previously, the TV commercial will run during a primetime slot from 8:00pm
until 11:00pm on broadcast networks such as NBC and Fox, as well as home and family
networks such as HGTV and The Food Network. With this combination of networks, we will
capture the entire extended target market of 20 to 45-year-old females, as well as some males.
For the first TV commercial, we will run an ad detailing a backyard wedding filmed
entirely on a GoPro camera. The commercial will showcase the versatility of GoPro in the first
shot when a GoPro attached to a drone flies over the wedding. After the first segment, the
camera pans to several different shots of the couple. The couple exchanges their vows, and
shares their first kiss. The commercial then changes to a black screen, where a GoPro camera
will appear. At the end of the commercial, the camera will slide to the left, revealing the GoPro
logo and our slogan, Capture it All, GoPro at Home.
Throughout the entire commercial, Somewhere Over the Rainbow by Isral
Kamakawiwo'ole will play. This song will evoke much emotion in the target audience and is
commonly used in wedding videos. This ad will also appeal to the target audience, because many
woman in this age range hope to get married. They likely will desire extravagant weddings with
unique filming, which GoPro cameras can provide.
The storyboard for the TV commercial is shown on the following pages.
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Concept: Facebook Ads

Our Facebook advertising campaign will involve two parts. First, we will post
crowd-sourced GoPro footage and images on GoPros company Facebook page, which
has amassed over 8 million Facebook likes since its creation. GoPro currently posts
several videos and photos to its Facebook page each day, titling them Vintage Photo of
the Day, or simply Photo/Video of the Day. Users submit these images and videos to a
hyperlink, and GoPro then posts the best photos and videos to its Facebook page.
Thousands of people then share these photos and videos with their friends, many of
whom probably have not yet liked the GoPro page themselves. This idea represents a
great way to gain exposure, and we want to emulate its success. We propose that GoPro
implement the same strategy for our GoPro at Home campaign. This will allow us to
increase awareness and comprehension of the GoPro at Home concept among current
GoPro customers as well as their Facebook friends. We will encourage users to submit
photos or videos of themselves using GoPro cameras to film domestic activities. At
times, we may compile the different videos into one Video of the Day. We have
included a sample Photo of the Day and a sample Video of the Day post in this
report. Please note that the video represents a compilation of content sent from different
GoPro customers.
Second, we will use sponsored Facebook ads in our campaign. Since these ads
reach Facebook users based on data collected from browser cookies, a large audience will
view the ads. We will be able to expose our campaign not only to Facebook users who
have already liked the GoPro page, but also to those who have searched for similar
products and would be interested in learning more about our message. We have included
one sample Facebook ad in this report, as shown on the following pages.

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Facebook Ad #1
Photo of the Day on GoPro Facebook page
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Photo of the Day! 3-year-old Alexis enjoys this Boston snow day in her
grandparents backyard. Photo by Sarah Miller.
Visit www.gopro.com/athome to learn more, or to submit your own
photos. Capture it All. GoPro at Home.

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Facebook Ad #2
Video of the Day on GoPro Facebook Page
Storyboard
This video will show close-up camera shots of different dogs, each filmed with a GoPro
camera.
Music throughout entire video: Mother Nature (Trailer Music) by Bryan Kei Mantia,
David Anshek Greenfield, Melissa Reese, and Daniel Paul Dichiro

Music: Mother Nature (Trailer Music)

Camera: Close-up shot of one dog in a stream. Two others are in the stream in the
background.
Time: 0 seconds

Music: Mother Nature (Trailer Music)

Camera: Close-up shot of one dog. Some of his fur has been dyed blue.
Time: 2 seconds

Music: Mother Nature (Trailer Music)

Camera: Close-up shot of one dog standing on a paddleboard.
Time: 4 seconds

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Music: Mother Nature (Trailer Music)

Camera: Close-up shot of one dog at a campsite as he turns to face the camera.
Time: 5 seconds

Music: Mother Nature (Trailer Music)

Camera: Close-up shot of one wet dog with a tennis ball in his mouth, standing by a
swimming pool.
Time: 7 seconds

Music: Mother Nature (Trailer Music)

Camera: Close-up shot of one dog with a stick in his mouth. One dog is in the
background beside a lake.
Time: 8 seconds

Music: Mother Nature (Trailer Music)

Camera: Close-up shot of one dog outside.
Time: 11 seconds

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Music: Mother Nature (Trailer Music)

Camera: Close-up shot of one dog with his or her mouth wide open.
Time: 14 seconds

Music: Mother Nature (Trailer Music)

Camera: Close-up shot of one dog playing in a stream.
Time: 15 seconds

Music: Mother Nature (Trailer Music)

Camera: Close-up shot of one dog in an empty field outside.
Time: 15 seconds

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Music: Mother Nature (Trailer Music)

Camera: Close-up shot of one happy dog in a dog park.
Time: 16 seconds

Music: Mother Nature (Trailer Music)

Camera: Close-up shot of one dog in foreground playing in a stream. People are relaxing
in the background.
Time: 17 seconds

Music: Mother Nature (Trailer Music)

Camera: Screen shot of GoPro at Home slogan with GoPro logo.
Time: 20 seconds until end

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Facebook Ad #3
Sponsored Ad on Facebook Homepage
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!!!CAPTURE IT ALL. GOPRO AT HOME.

www.gopro.com/athome
Birthdays just got a little sweeter. Visit our
website to learn how you can use GoPro at Home
with your own family.

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Concept: Instagram Advertisements

The following Instagram advertisements will constitute the second portion of our social
media campaign. Instagram permits users and companies to post videos of up to 15 seconds in
length. We will include a caption to direct viewers to the GoPro At Home webpage. The
caption will also include hashtags containing the slogan, Capture It All, GoPro at Home.
Instagram will focus on the younger portion of the 20 to 45-year-old female target market. We
developed three different Instragram video concepts that will surely appeal to the target
audiences emotions.
The first video shows a baby on a swing. He is wearing a GoPro camera, mounted to a
helmet. The baby is smiling throughout the video, and Happy by Pharrel Williams is playing in
the background. This video is designed to make the viewer feel happy warm, and will especially
appeal to women who have their own young children.
The second video follows another baby, as she takes her first steps with a walker. The
babys father helps her grab onto the walker, and then the camera shows several views of the
happy baby marching happily along. The song Marchin On by OneRepublic plays in the
background and perfectly embodies what takes place in the clip.
The third video shows a dog playing with a stick. A GoPro camera has been mounted to
the stick. The dog runs along the beach to the beginning of the song Count on Me by Bruno
Mars. At the end of the clip, the dog drops the stick and walks toward the sea as Bruno sings, If
you ever find yourself stuck in the middle of the sea, Ill sail the world to find you.
At the end of each clip, we will show the GoPro camera, the GoPro logo, and our slogan,
Capture it All, GoPro at Home. Our Instagram storyboards are shown on the following pages.

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Baby on a Swing

Music: Happy by Pharrel Williams

begins playing.
Camera: Helmet cam of baby
swinging with smile on face.
Time: 0 seconds

Music: Happy continues to play.

Camera: Cut to different segment of
swinging. Baby is still smiling.
Time: 6 seconds

Music: Happy continues to play.

Camera: Cut to different segment of
swinging. Baby is still smiling.
Time: 9 seconds

Caption
Remember when you had the time of your life on the
swings? Visit www.GoPro.com/athome to learn more.
#CaptureItAll #GoProAtHome
Music: Happy plays and then fades
out.
Camera: GoPro logo appears along
with campaign slogan, Capture it All,
GoPro at Home.
Time: 11 seconds

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Baby Using a Walker

Music: Marchin On by OneRepublic

begins playing.
Camera: Father helps baby grab onto
walker and baby begins to walk.
Time: 0 seconds

Music: Marchin On plays and then

fades out.
Camera: GoPro logo appears along
with campaign slogan, Capture it all,
GoPro at Home.
Time: 11 seconds

Music: Marchin On continues to play.

Camera: POV shot of baby walking with
walker.
Time: 6 seconds

Music: Marchin On continues to

play.
Camera: Front view of smiling baby
grabbing onto walker and walking.
Time: 8 seconds

Caption
Watch this baby take her first steps. Visit
www.GoPro.com/athome to start capturing these
moments in your own home. #CaptureItAll
#GoProAtHome

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Dog Playing with Stick on a Beach

Music: Count on Me by Bruno Mars

begins playing.
Camera: GoPro mount on stick is
being carried by dog. Dog is walking.
Time: 0 seconds

Music: Count on Me continues to

play.
Camera: Dog starts running with stick.
Time: 3 seconds

Music: Count on Me continues to

play.
Camera: Dog slows down and drops
stick. Owner is in the background.
Time: 6 seconds

Caption
Mans best friend, filmed with GoPro. Visit
www.GoPro.com/athome to learn more.
#CaptureItAll #GoProAtHome
Music: Count on Me continues to
play.
Camera: Dog walks towards the sea
and sun shows through his legs.
Time: 10 seconds

Music: Count on Me continues to play

and fades out.
Camera: GoPro logo appears along
with campaign slogan, Capture it all,
GoPro at home.
Time: 12 seconds!

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References
Americans and Their Cell Phones. Pew Research Center: Internet, Science, and Tech. Pew
Research Center, 2015. Web. 21 April 2015.
Cable Network Profiles. PG Media TV. N.p., n.d. Web. 17 April 2015.
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