TV commercials are still one of the most powerful and influential forms of advertising, but they also face fierce competition from other media and platforms. How can you create a TV commercial that viewers will want to watch, rather than skip or ignore? Here are some tips to help you craft a compelling and memorable TV ad.
Before you start writing or producing your TV commercial, you need to know who you are trying to reach and what they care about. Research your target market, their demographics, psychographics, preferences, pain points, and media habits. Use this information to define your value proposition, your message, and your tone of voice. Your TV commercial should speak directly to your audience, address their needs or desires, and show them how your product or service can benefit them.
Tell a story well and stand out. The best classic advertising from the UK and USA pioneers all started with a great idea. Then it was all about the execution. We would pitch 3-4 concepts to clients to get their buy-in and then bring together top copyrighters, creatives, artists and film directors to make it happen. And humour. Humour is universal if don't visually and without politics.
Understanding your audience is vital for creating effective TV commercials. It allows you to customize your message, tone, and visuals to connect with the particular demographic you're targeting. Consider demographics such as age, gender, interests, and lifestyle to craft a commercial that connects with your audience on a personal level. This can lead to higher engagement and increased chances of your message being memorable and influential.
To create a TV commercial that viewers will want to watch, focus on storytelling, emotional connection, humor, or stunning visuals. Craft a compelling narrative, use relatable characters, inject humor or surprise, and make it visually appealing. Lastly Keep it concise, engaging, and relevant to the target audience.
Know your audience Before you start writing or producing your TV commercial, you need to know who you are trying to reach and what they care about. Research your target market, their demographics, psychographics, preferences, pain points, and media habits. Use this information to define your value proposition, your message, and your tone of voice. Your TV commercial should speak directly to your audience, address their needs or desires, and show them how your product or service can benefit them.
Most agencies can create a TV commercial that viewers will want to watch. Most advertisers however want a TV commercial that will be memorable or prompt behavioural change. If you want the latter, then start with a pattern interrupt. End with an anchor.
You only have a few seconds to grab your viewers' attention and make them want to watch your TV commercial. Use a strong hook that sparks their curiosity, appeals to their emotions, or challenges their assumptions. You can use a catchy slogan, a surprising statistic, a provocative question, a humorous scenario, or a compelling story. Your hook should also relate to your main idea and your call to action, so that your viewers can follow your logic and see the relevance of your offer.
Engaging hooks, like provocative questions or humorous scenarios, not only grab attention but also make the ad memorable. For example, Apple's “What’s a computer?” ad effectively sparked curiosity, while Old Spice's humorous “The Man Your Man Could Smell Like” campaign became unforgettable and boosted brand awareness. Importantly, the hook must align with the commercial's main message and call to action to avoid viewer confusion and effectively convert their initial interest into a meaningful engagement with the product or service.
One of the advantages of TV commercials is that they can use both visual and audio elements to convey your message and persuade your viewers. Instead of relying on words alone, show your viewers how your product or service works, what it looks like, how it feels, and what results it delivers. Use clear and vivid images, sounds, colors, and movements to demonstrate your features and benefits, and to create a mood and a personality for your brand. Show your viewers what they can expect from you, and what they will miss out on if they don't act.
The "Show, don't tell" principle in TV commercials emphasizes using visuals and audio for a more persuasive and immersive message. For example, Nike's ads show athletes using their products, demonstrating their performance and comfort, rather than just describing these features. Car commercials often focus on the vehicle in motion, highlighting its design and the emotional experience of driving, instead of listing technical specs. This approach not only effectively showcases the product but also builds the brand's personality and emotionally connects with the audience, making the commercial more compelling and memorable.
With so many TV commercials competing for your viewers' attention and memory, you need to stand out from the crowd and make a lasting impression. Be original and creative in your concept, execution, and delivery. Avoid clichés, stereotypes, and generic statements. Use humor, irony, metaphors, or twists to surprise and delight your viewers. Make your TV commercial memorable by using a catchy jingle, a memorable character, a unique slogan, or a distinctive style. Make your viewers remember you and talk about you.
Emphasizing originality and memorability in TV commercials is crucial to stand out. GEICO's ads, known for their humor and unique characters like the GEICO Gecko, exemplify this by distinguishing themselves in a crowded market. Apple's "1984" commercial also stands out for its revolutionary metaphor and distinctive style, making it one of the most memorable ads in history. These examples highlight the importance of breaking industry norms and creating something that not only resonates with viewers but also keeps them talking about the brand.
Encantar alguém na TV anda sendo cada vez mais difícil. O repertório do criativo é mais vasto, mas o do consumidor também o é. Ser original tornou-se um desafio e tanto, e passamos a achar que precisamos de cada vez mais dinheiro para conseguir o objetivo. Mas será? Tecnologia ou ideias fora da caixinha? Seguir o baile ou usar de bom gosto? As decis?es no roteiro fazem toda a diferen?a. Quem vai levar o prêmio?
The ultimate goal of your TV commercial is to get your viewers to take action, whether it is to buy your product, visit your website, call your number, or sign up for your newsletter. To achieve this, you need to end your TV commercial with a clear and strong call to action that tells your viewers what you want them to do, why they should do it, and how they can do it. Use simple and direct language, emphasize the benefits and urgency, and provide an easy and convenient way for your viewers to respond. Make your call to action irresistible and easy to follow.
A good example of a clear and strong call to action in TV commercials is the "Better Call Saul" ads from "Breaking Bad". These ads, memorable for their unique style, effectively communicated the message "Better Call Saul" for legal services. This demonstrates the effectiveness of a straightforward call to action that tells viewers exactly what to do and why. In any commercial, this call to action should be direct, highlight benefits, create urgency, and make responding easy for viewers. A compelling call to action is key to converting viewers into active customers or participants.
In your advertising, always portray an aspirational version of the customer. Show the consumer a version of themselves and what they could be with those products. Successfully conveying this aspirational identity to the customer is a hallmark of effective advertising.