Crafting Compelling TV Commercials: A Step-by-Step Guide

Have you ever found yourself humming a jingle or quoting a catchphrase from a TV commercial? Brace yourself for an exploration into the magical realm of TV advertising and its lasting impact.

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Making a TV commercial is a thrilling journey that can feel overwhelming if you're unsure of the process. Whether you're just getting started or looking for a refresher, this step-by-step guide is here to help you navigate the exciting world of creating a compelling TV commercial. From conceptualization to execution, we'll address potential challenges and provide industry insights to maximise its impact.

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So come sit with us at the video village (yes, we're starting off with some on-set lingo), grab a snack, and let's get started.

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01.??Briefing and Strategic Planning

Crafting a compelling TV commercial begins with a solid understanding of the client's needs and expectations. A thorough briefing process is essential, covering the following critical elements:

-???????Business and marketing objectives

-???????Target audience identification

-???????Key messaging requirements

-???????Essential brand elements

-???????Timelines for production

-???????Budget considerations

-???????Final deliverables expected

-???????Visual references or examples of past work (if available)

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For the creative team, the job is to then take this brief and turn it into an engaging TV commercial. To do so, you need to ask the right questions, clarify any ambiguities, and do a little more digging of your own into the product, the consumer and the category itself to understand the market landscape.

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This will allow you to understand the audience's emotions, preferences, and motivations, so you can create a commercial that resonates with them and drives the desired action. You’ll also be able to choose the appropriate channels and media to ensure that it reaches them in the most effective way possible.

Crafting a compelling TV commercial begins with a solid understanding of the client's needs and expectations.

02.??The Script

With a clear brief and strategic plan in place, it's time to start working on the script for the TV commercial. Jerry Nyagah, our ad master, always tries to land the core idea and then write the final line of the script first. This allows him to determine the desired destination and then craft the script towards it. By cracking the core idea and expressing it in a powerful line, the rest of the script falls into place effortlessly. In other words, begin at the end.

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Even if you’re starting at the end, you still need to explore different ideas before narrowing things down. At this stage, anything goes - it could be a sentence, a synopsis, a reference video, or even a meme. The goal is to generate as many ideas as possible before selecting the direction that you want to fully develop into a script. Sometimes involving the client in the selection process can be quite helpful.

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End your commercial with a captivating call to action that encourages viewers to take the next step. Whether it's a brand-related call to action encouraging them to embark on a transformative journey, support a meaningful cause, or become a part of a powerful movement, or a tactical campaign asking them to visit your website, call a specific phone number, or make a purchase, make sure your call to action is specific, actionable, and easy to remember.

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When developing work that taps into popular culture, consider the following questions:

What is capturing the mood of the nation?

Identify current trends, events, or social issues that are popular with the general public. These can include topics in politics, entertainment, technology, or societal changes.?

What are people sharing and laughing about?

Pay attention to viral content, memes, or humorous videos that are gaining popularity online. Understanding what makes people laugh and share content can provide insights into the current cultural zeitgeist.

Who makes our audience sit up and listen?

Identify influential figures, celebrities, or thought leaders who have a significant impact on your target audience. Collaborating or referencing these individuals can help your work gain attention and relevance.

What tensions are rising in society?

Explore societal tensions, debates, or controversies that are prevalent at the moment. Addressing these issues in a thoughtful and respectful manner can resonate with your audience and spark conversations.

And, when evaluating the idea and writing, consider the following criteria:?

Is it creatively interesting?

Is your concept unique, engaging, and stands out from what is being done in the category or even the market? Creativity and originality are crucial for capturing the audience's attention.

Does it fit the brand?

Check that the idea aligns with the brand's values, tone, and overall image. Consistency in messaging is essential for maintaining brand identity.

Is it relevant?

Ensure that the work is timely and connects with the current interests and concerns of your target audience. Relevance helps establish a stronger connection and engagement.

Is it true to the audience?

Consider whether the idea and its execution authentically resonate with your target audience. It's important to understand their preferences, aspirations, and cultural nuances to create work that genuinely connects with them.

?By addressing these questions and evaluating your ideas in this way, you can develop work that effectively taps into popular culture while remaining aligned with your brand and audience.

With a clear brief and strategic plan in place, it's time to start working on the script for the TV commercial.

A love letter to you:

Dear Creative and Client,

If you take one thing from this post, let it be it our plea to remain open and brave while exploring new thinking and ideas. It might be tempting to stick to the tried and true, but the rewards of venturing into creative territory outside of the norm and tapping into popular culture far outweigh the dangers and can lead to truly innovative and impactful work.

Love, S77?

03.??Production Briefing and Storyboard

Once the script is finalised and approved, the creative team creates an illustrated or animatic storyboard that visually represents the scenes and shots that will be included in the TV commercial. This helps ensure that everyone involved in the production is on the same page and has a clear understanding of the creative direction.

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Stealomatics or stillomatics (where scenes and snippets from existing materials such as other ads, movies, and music videos are taken and edited to give an idea of the proposed concept) should be approached with caution at this stage. While they may make the commercial look absolutely stunning, let's face it—the budget for your TV commercial is more likely to be 'cute little puppy' instead of 'gigantic Godzilla.' Unless you're miraculously blessed with a budget that would make Ryan Coogler blush, Hollywood dreams can wait just a little bit longer!

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Depending on the scale of the project, a production brief outlining technical specifications, budget, and other important details may also be created. This brief will be shared with the production house or in-house team responsible for shooting the TV commercial.

Once the script is finalised and approved, the creative team creates an illustrated or animatic storyboard that visually represents the scenes and shots that will be included in the TV commercial.

04.??Treatment and Director Selection

If working with a production house, they will submit a treatment that includes their interpretation of the script, visual style, preferred director and proposed budget. The agency and client will review the treatments and select a director that best fits the creative vision and budget.

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05.??Pre-Production Meeting (PPM)

The PPM is the stage at which the client understands the director's interpretation and approach to the TV commercial. The director goes into greater depth about how the commercial will be shot. This includes elements like tone, style, and music, and they will often share references. The client and the agency team also choose the cast, wardrobe, and location.

06.??The shoot

If you made this far into this article, you’re now at the real video village (the area where the client, agency, producers, and director monitor the filming process and provide real-time feedback during production). This is also where the snacks are. It's critical to be near the snacks!

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The shoot can be a hectic and exciting experience, with many moving parts to coordinate. To ensure that everything runs smoothly, it's important to have a call sheet with a detailed shot list and schedule. Remember that even at this stage, you may need to make adjustments to the shotlist and schedule, if necessary, based on factors such as weather, lighting conditions, or unexpected changes in the availability of talent or equipment. Remember to double-check that any essential licences, permissions, model and location releases, as well as any parts that may require copyright, are in place. Ultimately, the goal is to capture the footage needed to bring the script and concept to life.

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07.??Post Production (Editing, Graphics, Grading, Sound Design, Mixing)

This is where we take the raw footage from our shoot and turn it into a polished final product. This includes editing the footage, adding graphics and effects, music and mixing the sound.

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08.??Post Production: Offline Edit (Rough Cut)

The offline edit or rough cut is the initial stage of post-production, involving the careful selection, arrangement, and trimming of the best takes to achieve the desired length.

?Understanding the Offline Edit

The term "offline" refers to the use of low-resolution versions of the footage during editing. This enables faster editing and requires less storage space. During the offline edit, the primary focus lies in assembling the shots for story rather than incorporating graphics, effects, or colour grading.

Collaboration and Feedback

Upon completion, the rough cut is shared with the creative team and clients for feedback. This plays a crucial role in refining the edit further. Revisions are made as necessary, ensuring that the final product aligns with the original vision and objectives of the project.

Reaching Picture Lock

Following the incorporation of feedback and subsequent revisions, the offline edit goes through multiple iterations until it receives approval. At this point, a key milestone known as "Picture lock" is reached. Picture lock signifies the final approval of the edit, indicating that no further major changes will be made to the visual sequence.

Managing Expectations

Managing expectations well during the offline edit process is critical, especially for inexperienced teams and clients. It is not uncommon for clients to anticipate seeing the final result at this stage, unaware that several steps remain before reaching the finished commercial. Therefore, it is crucial to guide everyone involved through the process, helping them gain a comprehensive understanding of the current stage and what to expect moving forward.

The offline edit or rough cut is the initial stage of post-production, involving the careful selection, arrangement, and trimming of the best takes to achieve the desired length.

09.??Post Production: Online Edit

The online edit phase marks the final stage of the post-production process, building upon the foundation laid during the offline edit, adding the finishing touches, and the completion of the commercial ready for sign-off.

Transition from Picture Lock

With the approval of the offline edit, the project transitions to the online edit phase. At this point, the final visual and audio elements are introduced to elevate the commercial to its polished form. Graphics, effects, colour grading, music, and sound mixing all come together to enhance the overall impact.

Adding Visual Enhancements

During the online edit, graphics and visual effects are incorporated to enrich the visual appeal and reinforce the messaging. This stage allows for the seamless integration of text, logos, motion graphics, and any other visual elements that contribute to the desired aesthetic and brand identity.?

Colour Grading

Colour grading plays a pivotal role in establishing the desired mood, tone, and atmosphere of the commercial. By adjusting the colour balance, contrast, saturation, and other aspects, the colourist ensures consistency and enhances the visual storytelling, creating a cohesive and captivating viewing experience.

Sound and Music Integration

In the online edit phase, sound design and music are meticulously integrated to enhance the emotional impact and narrative of the commercial. This involves selecting or creating suitable background music, mixing audio elements, and ensuring synchronization with the visuals for a seamless audio-visual experience.

Finalizing the Commercial

Once the online edit is complete, the commercial undergoes thorough quality checks and reviews to ensure that it aligns with the project's objectives and client expectations. After all necessary adjustments and refinements are made, the finished commercial is ready for sign-off and distribution.

10.??Media Placement

When your commercial is finished and ready to go, it's time to plan for its flighting. Media placement is critical in ensuring that you reach the correct audience at the right time via the many channels available, while also optimising for reach and impact while staying within budget.

Understanding Media Channels

Consider the strengths and limitations of each option when choosing media channels for your commercial. Broadcast TV offers broad reach but can be costly. Digital platforms and streaming services provide flexibility and precise targeting. Stand out in the crowded digital landscape by developing tailored strategies for mobile viewing, engaging content, and targeted advertising. Maximize the reach and impact of your commercial by embracing digital channels and understanding their nuances.

Target Audience and Demographics

To maximize the effectiveness of your media placement, it's crucial to identify your target audience and their media consumption habits. Consider their demographics, interests, and preferences to choose the channels that align with their viewing habits. This ensures that your commercial resonates with the intended audience and increases the likelihood of generating a positive response.

Timing and Frequency

Choosing when and how frequently to air your commercial also needs to be a strategic decision. Prime time slots can provide broader exposure but come at a higher cost, while off-hours may offer a more cost-effective option. Additionally, considering the frequency of airing your commercial can increase its visibility and reinforce the message to your target audience. Balancing timing and frequency is crucial to optimizing your budget while maximizing the impact of your commercial.

Budget Considerations

Effective budget management is required for media placement. It's important to align your media choices with your available resources. Researching the costs associated with different channels, understanding the pricing models, and negotiating rates, when possible, can help you make informed decisions and optimise the return on your investment.

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11.??Optimisation

Once your TV commercial is produced and launched, the work doesn't end there. The final step is optimization, where you continuously monitor, evaluate, and learn from the campaign's performance.

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Monitoring involves tracking the commercial's performance and making necessary adjustments. Analyse viewership, engagement, and conversion data to identify what's working and what's not. If the commercial isn't meeting your goals, consider adjusting media placement, messaging, duration or even creative elements.

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Evaluation involves assessing the overall effectiveness of the commercial. Conduct surveys or focus groups to gather viewer feedback. Use the insights to refine messaging, improve creative, or make other enhancements for better results.

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Learning from the experience is crucial. Analyse data and feedback to gain valuable insights for future campaigns. Inform your marketing strategies and make informed decisions about future advertising efforts.

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12.??Measuring Success

To determine the success of your Tv commercial, evaluate if it achieved its goals and positively impacted your brand or product.

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Measure success through metrics like increased sales, website traffic, social media engagement, or brand recognition. It is important to establish your success metrics before launching your commercial campaign so that you can accurately evaluate its impact.

?Once your TV commercial is produced and launched, the work doesn't end there. The final step is optimization, where you continuously monitor, evaluate, and learn from the campaign's performance.

Conclusion

Creating and launching a TV commercial may seem daunting, but with a well-planned strategy, it can be an exciting and rewarding undertaking. By following these step-by-step guidelines, you can ensure that your commercial is well-planned, well-executed, and resonates with your audience.

Remember to focus on strategic clarity, create a compelling script and storyboard, work with a talented production team, and monitor and evaluate your commercial's performance. Above all, have fun and enjoy the creative process!

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We hope you find this guide useful in creating and launching your next TV commercial. Good luck and happy creating!

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About Station 77

We are a professional African video production company that offers a range of services to help organizations create compelling video content. From strategy and creative to production and media, Station 77 provides end-to-end video content delivery services that cater to the unique video consumption landscape of Sub-Saharan Africa.

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If you’re looking for a video production company that can help you achieve your goals, contact us at jambo[at]station77.co.ke, and let’s work together to produce something amazing!