Start with the job the advert needs to do
Before thinking about cameras or locations, decide what success looks like. Are you introducing your brand, explaining a new product or encouraging viewers to take a specific action? That decision will influence the script, the tone and the call to action.
Know who you want to reach
Consider who you want to speak to, what they already know about you and what would make them pay attention. A focused message is usually easier to understand than a commercial trying to say everything at once.
A good TV advert does not have to involve a huge set or a complicated shoot. Sometimes a simple, well-written idea and strong performances do the job better. Talk through the budget early so the creative can be designed around it.
Think about approval and delivery early
Claims, on-screen wording, music rights and broadcaster specifications can all affect the production. Planning for these requirements at the script stage helps avoid avoidable changes later.
You do not need a polished brief to talk to a production company. An outline of your business, audience, objectives and approximate budget is enough to start exploring the possibilities.
“Great commercials aren't about the complexity of the shoot, but the strength of the idea."
— Team Ardvarks
Thinking about your own TV advert?
We’re always happy to talk through an idea, even if it’s early days.
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