Big Game Sunday… I love the football. I love the half-time show. I love seeing who’s there and what they’re wearing and pretty much everything about it. I even love hanging out in my kitchen whipping up some tasties for my crew. But what I love most of all, are the commercials and this year did not disappoint. Which got me to thinking, what makes a great TV spot?
The most effective TV commercials are produced in such a way that the viewer remembers not only the ad, but also the brand and the message behind the ad. Your TV commercials must spark a connection with your brand and your audience. Without that connection, your brand likely won’t be remembered, even if people remember the commercial itself. A memorable commercial doesn’t equal an effective commercial.
Tips for Creating an Effective TV Commercial
Represent Your Brand Clearly
Using both verbal and visual cues, your brand’s name, logo and perhaps even the product itself should be conveyed throughout the commercial. Don’t be secretive and wait until the end of the ad to show your brand’s face.
Create a Storyline
The best commercials don’t just sell a product or service; they tell a story. Whether it is a heartfelt story, or a dose of humor or satire, create a storyline to which your audience can relate and connect.
Develop a Signature Character or Theme
Many national commercials aren’t simply one-off ads. They are a series of ads that carry the same them or characters throughout. These characters or theme will fortify the audience’s connection with your brand.
Keep it Simple
You only have 15 to 30 seconds to get your message across and form a connection with your audience. Keep the overall concept and storyline of your commercial simple.
Don’t Cut Corners
Quality is an essential element of an effective TV ad. Quality doesn’t necessarily mean you have to empty your pockets on the production of one ad. But do utilize a professional film production team to ensure the quality of your commercial.
As with any marketing campaign, you must begin with a solid strategy. If you don’t have a clear picture of your brand’s messaging, you are not ready to create a TV commercial. Instead, spend time developing a clear strategy that can be the foundation of your entire marketing campaign, including TV ads.
Here’s a link to all the national ads that ran this year. My favorite this year is the Google Love Story Spot. In the end, all we need is love anyway, right?