How can you create a TV commercial that viewers will want to watch?

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.

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.

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.

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 decisões no roteiro fazem toda a diferença. Quem vai levar o prêmio?

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.