When deciding that you want to use TV to share your message to a mass audience, you will invariably need to know how to create a TV ad. Here are a few pointers to get you moving in the right direction.
A good ad starts with a brief. It’s all well and good appointing the most creative production company to film something beautiful but the that’s pointless without a plan.
Start by considering the objectives for the campaign. Think about who the target market is, and what problem your product solves. What you want to achieve should be front of mind before you consider the creative output.
Once you have decided the direction that you want to take the ad you’re ready to start speaking to your production partners, to give them an understanding of your vision so that they can help you to achieve your goals. Something to consider should include the purpose of the TV campaign so that you don’t lose sight of the reason for running the ad. The creative concept should work to meet your overall objectives.
What should the TV ad include? Using visual clues such as the logo, the product, brand colours are important. Equally the audio will drive the ad and help to deliver the message or tell the story that you’re trying to convey. A strong voiceover will help you to tell the story. Alternatively, you could choose to use a musical theme or specific sounds to create an association between the brand and the advert.
The audio is just as important as the visuals when it comes to setting the tone and pace of your advert.
The creative process is important for driving a response but remember that you have to adhere to the regulations set by the UK Code of Broadcast Advertising. All ads must be cleared by Clearcast to show that they can meet the required broadcast standards. There are three stages to follow for this process; approve the script, approve a rough edit and approve the finished ad.
Once the ad has been cleared and created, you’re ready for broadcast. There is now one more thing to do and that is to brace yourself. Be ready for the increased business that your ad will generate. Man the phones, sock the shelves and make sure that your website can handle the increased traffic.
We specialise in planning your TV campaign to ensure that you use right channels at the right times to get the biggest impact and best value. However we’ve been in the industry for a long time so if you would like more advice on how to create a TV commercial, we can give you some pointers. Get in touch and we’ll help you through the process and help you to choose the right production partners.