Why are Commercials Important? And how to make that perfect Commercial?

I don’t know anyone who doesn’t hate a television commercial. We all at some point hated it for its wrong timing. Be the commercial airing on television between a cricket match. Between in an episode series which is about to reveal the killer. Or between a film when the hero is about to defeat the villain. Commercials have always ruined interest we developed while watching something we love. They take a lot of time to tell and finish and we are not there present more than half the time when it's airing.

But then there are a lot of commercials we love watching between those TV breaks. When the wicket is down of our favorite player. We like to remember the moment the player made us cheer. When the killer is about to reveal. We like to take our final guesses who it can be. Before the hero defeats the villains, we want to catch our breath like the hero before they face the villain.

Most of the television commercials are telling us about new brands or new products. What they can do for the consumer. But there so many other commercials that are more than that than selling. Those commercials are about human emotions. How brands, products connect with their emotional needs.

While growing up in the 90s watching a commercial was about the product we need in our homes. Which product or brand we should own. But as time passes the commercials are now more than they need but the emotion behind the product, brand. For example, some of the commercials like women’s sanitary pads. They were selling their products. But now when we look at the same brand, the product it is not only selling the product. They're also telling us about women’s menstruation cycle. Why we need to support the use of sanitary pads. To keep the women (mother, wife, sister, girlfriend & a friend) safe and healthy.

Now with commercials not on your televisions. But are also running on digital platforms. Letting users know more about the new brand or new product from brands. Consumers are always buying, looking for new products for their needs. But what are the right ingredients for a good commercial? Is the product or the brand or both. Neither. Now a good commercial is about sending the right message to the right people at the right time. With the emotional connection behind the brand and/or product.

The most effective commercials where the audience remembers both product and commercial. But also, the brand and the message behind the commercial. Your commercials must spark a connection with your brand and your audience. Without that connection, your product won’t remember. Even if people remember the commercial itself. A memorable commercial doesn’t equal an effective commercial.

So how do you create a TV commercial that is both memorable and effective? Think of a TV commercial you remember.

No body watches commercials.

People watch what interests them.

Sometimes it’s a Commercial.

1: What an Idea Sirji?

A TV commercial can be expensive. Running a commercial on Digital can get you the wide audience you want. The most reach. You're going to spend a big chunk of your budget from purchasing time to making the spot. So, you need a big idea that will get people looking at your product or service—and better yet, talking about it. Remember the Dollar Shave Club commercial? The founder of the company started in his own ad and proceeded to go way over the top. The title of the spot said it all: "Our Blades Are F**cking Great!" It wasn't an expensive commercial to shoot, but it got 22.5 million views on YouTube. Or better in recent times the tide commercial, starring David Harbor. Shown during the super bowl 2019. The commercial tells how every commercial is about the tide detergent. How we once never noticed the nice, clean clothes. Washed with tide detergent? The commercial shown 45,000 times during the super bowl.

2: Script. Script. Script.

Write the greatest script you can! You have a great idea. Now you have to write the script. You don't have to be an advertising genius. But it helps to watch commercials that are like the concept you've come up with. You'll get a feeling for tone, pacing, mood, and direction. You have a very limited time frame to capture your audience, so you have to get your message across in a limited time. Don't use long monologues, sentences. Keep them short and reach to the point ASAP. Your audio should tell consumers what the commercial is about. Even when they're in another room and can't see the commercial. And remember to time out your spot. You'll buy commercials in chunks of time, from 30 seconds to 2 minutes. Your script has to fit. Read it aloud several times. Act it out, then cut where you need to cut.

3: Need Actors for Commercial shoot.

Some breathtaking, eye-catching, successful commercials contain no people at all. But people relate to other people. Hire actors as per the product, brand who will end up using. Who is your desired consumer? Avoid having people wave at the camera. Or standing there grinning because you don't want your commercial to blank. Always look to professional actors first. If you use friends or relatives, make sure they can pull off the vision you have.

4: <ABC> in association with <XYZ> Productions presents

Hire a production company if your commercial is going to be professional. Unless you're lucky enough to know people, who do this sort of thing for a living. A company can handle all aspects of your commercial. Writing, shooting, and editing.

5: Shot by Shot

Plan every shot. Your furniture store might sell 10 different kinds of television. 8 different types of washing machines. 12 different microwaves. You might want to feature them all, but you're going to have to narrow those shots down. All depending on what you're telling through the commercial. You can't get them all into a 30-second or even a one-minute commercial. Wide shots of your showroom are good. If you want to display a lot at once, and you can use close which you want to feature.

6: Sync Audio with Video

You don't want to use a video of the current year's models when you're talking about new car models arriving. Merge and match your audio and video to create a powerful sales tool.

7: Length

As tempting as it might be to try to squeak in an extra few second, it won't work. Your commercial must time out to the exact duration you've paid for. Going over will only get your all-too-important call to action clipped from the end. Those last few seconds are the ones that will cut off when your commercial airs. So, don't plan for a director's cut or extended cut. Keep the length in check.

8: More Information, Call Now

Pepsi and Nike are two examples of companies that can pour millions into commercials. These spots introduce a product or service to the public without asking for any kind of sale. You don't yet have the money or resources to produce a pure branding spot. You need a call to action. Your call to action gets customers to buy or act now. Use the end of your commercial to tell customers to visit you today. Give your complete contact information. Including your website address, phone number, and street address. Give a quick line about how to find you if necessary.

9: Have a break, Watch the Commercial

The placement of your commercial is also very important. It determines who will see it and how much you'll pay for the airtime. Having your commercial air at 3 am. will save you money, but it's not money well spent if you're not reaching anyone. The same holds true for the station you're airing your commercial on. Don't schedule air time on sports channels with your local cable company. If you're advertising nonsports products. Show the commercial related to the program on air.

10: Repeat the commercial for Most Impact

Television is less demanding on frequency than radio. Yet it still deserves more than a one-shot deal. Identify the key times your ad should run. Buy enough airtime for your commercial. Try reaching at least twice the audience during those times.

And remember to produce support materials for your ads. A website or landing page or a brochure should be ready to go to capture the consumers you've engaged in.

TARUN RAJ
Creative Associate
ROS