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CHAPTER
6
TELEVISION
COMERCIAL
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1 WHAT IS
TVC
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1 WHAT IS
TVC
TVC is the acronym for television commercial — a form of
advertising that promotes products, services, ideas, individuals or
organizations via the television medium.
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1 WHAT IS
TVC
TVC is the acronym for television commercial — a form of
advertising that promotes products, services, ideas, individuals or
organizations via the television medium.
The duration of TVCs greatly vary but they usually fall between
10 seconds to 3 minutes-long. Regardless of the length of the TVC, it
is important to keep in mind that the message conveyed would have
to be catchy and arresting to keep the viewers from losing interest
within the first few seconds of the TVC.
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1 WHAT IS
TVC
TVC is the acronym for television commercial — a form of
advertising that promotes products, services, ideas, individuals or
organizations via the television medium.
The duration of TVCs greatly vary but they usually fall between
10 seconds to 3 minutes-long. Regardless of the length of the TVC, it
is important to keep in mind that the message conveyed would have
to be catchy and arresting to keep the viewers from losing interest
within the first few seconds of the TVC.
The main objective of the TVC is to introduce a new product,
create awareness and ultimately, to make consumers switch to the
product promoted. A TVC also works to remind the consumer
audience of the existence of the product in order to create a
continuous demand over time.
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2 AN EFFECTIVE
TVC
Single-minded – should only deliver ONE clear message
Has clear brand association and can be easily recalled
Unique – not something similar to another brand
Provides the possibility of purchase after watching the advertisement.
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3 TVC PRODUCTION
PROCESS
1. WRITE A CREATIVE BRIEF
Writes up a brief which needs to include:
Objectives – is this a new product launch? Are you looking to drive
immediate response?
Message – what is the one clear message you want to get across
in the ad?
Target audience – who are you trying to reach with your
campaign?
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3 TVC PRODUCTION
PROCESS
1. WRITE A CREATIVE BRIEF
Standard requirements include:
Brand guidelines – is there a look or feel which needs to be
incorporated?
Format – where will this commercial be seen? How long must it
be?
Budget – how much have you got to spend?
Timing – when should the campaign run?
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3 TVC PRODUCTION
PROCESS
2. CREATIVE CONCEPTING
Once there is consensus on the creative brief, the creative agency
will produce several concepts/ideas that answer the brief in different
ways.
It’s really important that the brief contains as much detail as
possible as this is what the creative team will use to spark off ideas
and come up with concepts. They may vary by tone, messaging
hierarchy or by production approach. All of the proposed ideas will all
aim to achieve the objective as set out in the brief.
Though every concept is different and comes from the brief, here
are some useful activities to help generate ideas.
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3 TVC PRODUCTION
PROCESS
3. STORYBOARDING / SCRIPT
When the concept has been agreed upon, the agency will write up
the script and possibly produce storyboards to show the visual intent
for each frame. The script will provide context so we know when and
where each frame is set. It will also include all speech, voice overs,
acting notes and supers (text that’s placed over the visuals).
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3 TVC PRODUCTION
PROCESS
4. STORYBOARDING / SCRIPT
The Director – who will bring the script to life?
The Talent – who are the right actors or voice overs (age/sex/look)
for the commercial?
The Music – what music enhances the script or is a memorable
jingle require for brand? Does the ad require any sound effects to
enhance the narrative?
Location – what should the set look like or does the commercial
need to be set outdoors or in multiple locations?
Food styling/ wardrobe/ prop stylist – Who do you need to set to
bring it to life?
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3 TVC PRODUCTION
PROCESS
5. SHOOTING
The actual shoot can last anything from one day to a number of
weeks depending on what is involved. Similarly, there can just be a
skeleton crew, or a sizable entourage. Whilst this is often seen as the
glamorous side of advertising, shoots can often be very slow, with a
lot of hanging around during the Director’s quest to get the look of
the ad as envisioned.
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3 TVC PRODUCTION
PROCESS
6. POST - PRODUCTION
Editing – Cut the frames together to create the ad. Ensure it works
for all format intended e.g. TV, YouTube, Instagram etc.
Colour Grading – Various attributes of an image such as contrast,
colour, saturation, detail, black level, and white point may be
enhanced or corrected in post-production. This can be used to give
the final film a stylised affect.
Sound engineering – ensuring all the audio works seamlessly with
together and with the visuals.
Overlays – Any supers (text) or visuals that need to appear over
the film.
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3 TVC PRODUCTION
PROCESS
7. PLAY OUT
The ad is digitally delivered to the stations for them to use in its
allotted airtime.
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4 ROLE OF
TVC
Up to now, advertisement TVC has experienced many
changes from idea, content and means or broadcasting time
frame. This is one of the most effective and expensive means
of communication which shortens the time for enterprises to
approach customers.
Have great pervasive impact on consumers.
Develop image of brand in consumers’ mind
Introduce and spread enterpises’ image
Develop potential customer market through TV’s
audiences.
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5 STRUCTUR
E
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5 STRUCTURE
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5 STRUCTUR
E
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5 STRUCTUR
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5 STRUCTUR
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BASE ON THE
EMOTICON
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5 STRUCTUR
E
BASE ON THE
EMOTICON
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5 STRUCTUR
E
BASE ON THE
EMOTICON
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5 STRUCTUR
E
BASE ON THE
EMOTICON
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5 STRUCTUR
E
BASE ON THE
EMOTICON
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5 STRUCTUR
E
BASE ON THE
EMOTICON
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5 STRUCTUR
E
BASE ON THE
EMOTICON
The raised problem shall be sufficient to attract people’s
interest
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6 PRODUCE AN
EFFECTIVE
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6 PRODUCE AN
EFFECTIVE
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. But do be tasteful about it.
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6 PRODUCE AN
EFFECTIVE
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. But do be tasteful about it.
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.
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6 PRODUCE AN
EFFECTIVE
Develop a Signature Character or Theme
Each of the example commercials listed above aren’t simply
one-off ads. Instead, 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.
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6 PRODUCE AN
EFFECTIVE
Develop a Signature Character or Theme
Each of the example commercials listed above aren’t simply
one-off ads. Instead, 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 30 to 60 seconds to get your message across and
form a connection with your audience. Keep the overall concept
and storyline of your commercial simple.
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6 PRODUCE AN
EFFECTIVE
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.
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6 PRODUCE AN
EFFECTIVE
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.
Break the Pattern
“The attention span of our society is constantly shrinking and it
is very hard to get people to notice your ad unless you are able
to break the pattern for them. Make something that looks
boring and then break the pattern. And the more contrasting
that sudden pivot is, the better. It doesn’t have to look like a
viral cat video from YouTube but it has to be as simple as that
and do the job.”
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6 PRODUCE AN
EFFECTIVE
Focus on the First Three Seconds
“Today we are bombarded with endless media that tends to ramble on
and on. We have become so immune to repetitive messages and
long-form storylines that we automatically disengage after the first
three seconds. You have to capture the audience’s attention
immediately and then you have to keep it engaged for the remainder of
the spot. So the first three seconds are the key to engagement or
disengagement.”
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6 PRODUCE AN
EFFECTIVE
Focus on the First Three Seconds
“Today we are bombarded with endless media that tends to ramble on
and on. We have become so immune to repetitive messages and
long-form storylines that we automatically disengage after the first
three seconds. You have to capture the audience’s attention
immediately and then you have to keep it engaged for the remainder of
the spot. So the first three seconds are the key to engagement or
disengagement.”
Tell a Compelling Story
“Viewers today have very short attention spans and many people tune
out conventional advertisements and TV commercials. Yet television is
still a powerful medium if you find a way to draw in your audience. To
do this, you have to get beyond the style of typical ads and tell a story.
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6 PRODUCE AN
EFFECTIVE
Focus on Building Brand Awareness
“To make an impact on today’s audience, you really need to stand apart
and make an original statement about your brand. Remember that
younger viewers grew up with social media, computer games, and big
budget movies so they respond to images more than dry facts about
your product. A good place to go for guidance is YouTube. Look for short
videos with high ratings and ask yourself why they work.”
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6 PRODUCE AN
EFFECTIVE
Focus on Building Brand Awareness
“To make an impact on today’s audience, you really need to stand apart
and make an original statement about your brand. Remember that
younger viewers grew up with social media, computer games, and big
budget movies so they respond to images more than dry facts about
your product. A good place to go for guidance is YouTube. Look for short
videos with high ratings and ask yourself why they work.”
Use a Memorable Tagline or Jingle
“Do something that is unconventional, yet memorable. A tagline can
make it easy for people to remember what you do, especially if you add
humor or some other way for the audience to connect with it. Perhaps
you can use an icon that represents a particular subject matter to draw
a connection. The jingle should rhyme and be less than six or seven
words to make it easy to remember.”
PRACTICE
2
Based on the studied LO, lecturer will instruct students
how to write a comprehensive script for a TVC (30
seconds to 1 minutes ). Students will make presentations
on the production process, and the application of theory
and creativity into scripts.
