Making A Commercial

We’ve said it before, and we’ll say it again: the value of video goes a very long way in your marketing strategy. With the rise of internet video and digital advertising, some businesses have decided to remove television commercials from their marketing mix. While this may save some money in the short-run, TV is still one of the best mediums that can gain you exposure over time, as it allows for repeat exposure to your customer base. These days, with the ability to skip or fast-forward through commercials, it has become more and more difficult to capture the viewer’s attention. Therefore, it is important that you think of your commercial much more strategically than before. The planning, filming, editing, and airing of a commercial is a long process that requires a lot of attention to detail, so we’ve put together a few tips for you to help you create the best possible commercial for your brand or business.

1. Portray Your Brand Clearly

If you are paying to air a commercial for your business, make sure the viewer knows exactly who/what you are pitching, through both verbal and visual cues. Using graphics such as your logo and phone number can help people to identify who the commercial is for, as well as stating the name of your brand or business at appropriate times throughout the advertisement. There is nothing worse than seeing a well thought out commercial and at the end asking, “What were they even selling” or “What business was that for?”

2. Create Something Unique

As we said above, it has become more and more difficult to acquire your audience’s attention in this day and age, so make sure that your commercial stands out from the crowd and draws your viewer in. Check out this beautiful 60 second spot from Comcast introducing their new talking guide for Xfinity.

3. Tell A Story

The best way to ensure that your intended customer will pay attention to your commercial is by using a well-planned narrative or storyline to portray your message. The best commercials aren’t just selling a product or service; they’re telling a story. This ad from Volvo is a great example of using storytelling to display their product.


4. Quality Matters

No matter how many times you tell yourself that your 14 year old nephew with a $50 camcorder can probably handle the videography for your commercial, it will never be true. There are a lot of instances where that level of quality will be just fine for your video marketing, but that is not the case when your commercial will be appearing on large flat screen televisions in your customer’s home. Don’t cut corners: hire a professional company to handle the cinematography for your commercial so that your message is conveyed with the best quality. When you hire a professional service to help with your commercial, oftentimes they can also help with the storyboarding/planning/script development for the advertisement. Having someone with previous experience in those categories makes the entire process run smoother, and will benefit your commercial in the end.

Using television in your marketing mix can benefit your business or brand in ways that other forms of video-marketing will never be able to. If you are ready to take your television commercials to the next level, call The Modern Connection today at 1-800-759-7996!

Travis Ewing
Travis Ewing
Travis is the Content Creator for The Modern Connection, a Louisiana native, and a graduate from Louisiana State University. He has a passion for anything creative, and is experienced in photography, videography, and graphic design. When he is not creating content for The Modern Connection, you can find him playing tunes in his room or riding his bike around beautiful downtown Charleston. Follow him on Instagram @travisewing or on Twitter @travis_ewing.