What Goes Into Making a Great TV Commercial?

Have you ever stopped while flipping through channels to take a longer look at a TV commercial? Or maybe even rewind the scene to see it again? We’ve all done it. Every once in a while, a commercial comes along that grabs our attention, making us decide that it’s worth our time to pause and watch.

But what goes into making a great TV commercial? Sure, there are elements of creativity, artistic direction and talent that contribute to its success. But there’s also something else; something more fundamental for making sure your TV commercial achieves greatness. Here’s an inside look at the art and science behind creating a great television commercial.

Understanding the Basics of TV Commercial Production

If you’re looking to make a great TV commercial, there are a few basics to keep in mind before you get started. First, there’s the story. A good commercial includes an engaging narrative that will draw an audience in. This can be anything from a funny anecdote or a touching moment that communicates your message in an effective way.

The next step is casting. It’s important to find the right people who can bring your commercial to life and capture your target audience’s attention. You’ll also need to consider the locations and props that will be used in the commercial—picking the right ones will go a long way towards crafting a great advertisement.

The technical aspect of production is also critical for any successful TV commercial. This starts with finding the right production crew for things like filming, editing, and sound mixing but it also requires attention to small details like camera movement and lighting which can help set the tone of your commercial. With all these elements combined, you can craft the perfect TV ad that communicates your message loud and clear.

Conceptualization: How to Create an Effective Concept

It’s time to brainstorm. This is where you come up with the concept that will shape your commercial. You want to make sure you start with a strong foundation, or you’ll be doomed from the get-go.

When conceptualizing, it’s important to take into consideration your target audience as well as the message that you’re trying to convey. Are you trying to tell a story? Inspire action? Educate your viewers? Once you have that core idea in place, it’s just a matter of fleshing out all the details—the visuals, language, and other elements that will carry your concept through in an effective way.

At this point, it makes sense to think outside of the box and brainstorm some interesting ideas. Perhaps some clever visuals or a twist on a traditional narrative—whatever it is that will make your commercial stand out from others of its kind. Remember: You want something eye-catching and memorable!

Script Writing: Crafting an Engaging Narrative

When it comes to creating a great TV commercial, script writing isn’t just putting words together – it’s crafting a narrative that’s engaging and captures the attention of the viewers.

Capturing Attention

The script needs to capture the attention of the viewer in the first few seconds—it is so important. You want to make sure that your viewers are hooked and interested in what is being presented before them. Having a compelling opening line or an unexpected joke set the tone for the rest of your commercial. Get more information on Video marketing campaigns here.

Using Visuals

A good script also uses visuals to make an impact with the audience. Instead of saying, “this product can do XYZ”, visualize it by having someone actually using it and showing how helpful it is. This not only helps engage viewers, but also expresses your product in a more accurate manner.

Short & Sweet

It’s important to consider that most commercials run between 30 seconds and one minute—so keep your scripts short and sweet! Try not to include too many ideas, stories or arguments in order for each point you make to be given enough time and space to be understood. By keeping your script simple, you can get your message across quickly and effectively without losing any impact or engagement from viewers.

Pre-Production: Preparing for the Shoot

Your great TV commercial starts to take shape in the pre-production stage, when ideas and concepts are developed and the groundwork for a successful shoot is laid. Production companies will typically come up with a treatment, which is like a mini storyboard that describes the action, dialog, shots and any other important details.

There’s plenty to consider during pre-production. Some of it includes:

  1. Casting the characters who will appear in the commercial
  2. Choosing a location and making sure all permits are in order
  3. Sourcing props and costumes that match what’s needed for the treatment
  4. Hiring any additional crew members or extras to support the shoot
  5. Securing equipment like lighting rigs or cameras
  6. Working out key timings such as shooting times, meal breaks and travel arrangements

With an experienced production team, these tasks can be tackled efficiently — so all that’s left to do is create an ad that lives up to its potential on screen!

Production: Capturing the Right Shots and Visuals

Making a great TV commercial is just as much about having the right visuals as it is having the right story. After all, if you’re going to catch people’s attention and make them remember your message, you want to make sure it looks great too.

Now, when it comes to TV commercials, there are a few key elements to consider in terms of production:

Location Scouting:

Picking the right location for your shoot is half the battle. Depending on the vibe and look you’re going for, you’ll have to decide on whether or not you need an indoor or outdoor space.

Cast & Equipment:

If you’re working with actors and models, be sure to scout for the perfect fit. After that’s settled, start looking into camera equipment like lenses and stabilization rigs for smooth shots.

Visual Effects:

This is where you can get really creative! From adding graphics and animation to making sure your color correction stands out—visual effects can help take your commercial from okay to totally eye-catching.

Once all of those elements are in place, it’s time to get filming! With the right footage and post-production skills, you’ll have an awesome TV commercial that your viewers will love.

Post-Production: Crafting an Impactful Final Edit

Once all the content for your TV commercial is recorded, it’s time to craft the post-production magic. This is the part where all the pieces come together and you get a really polished product.

Post-production involves taking the footage, sound and music from your shoot, and using those elements to create an impactful final edit. Here are some of the things to consider when crafting an effective TV commercial:


This is one of the most important parts of post-production, as you need to piece together your footage in a way that tells a cohesive story. You may want to add in graphics or visual effects, or incorporate music and sound design that helps audiences understand your message.


When putting together your final edit, make sure it’s crystal clear what message you’re trying to convey—and that it takes viewers on a journey from start to finish. Keep it concise and straightforward; don’t be afraid of editing out anything that doesn’t further your narrative.

Timing & Length

Think about how long you want your commercial to be — consider what content needs to be included so that it achieves its goal, but also make sure it’s not too long so as not to lose viewer attention. Additionally, think about where your commercial will air; if it’s going on television, timing commercial breaks and cutting accordingly can help optimize viewership.

Once all these elements come together successfully in post-production, you’re ready for a great TV commercial!


To sum it up, creating a great TV commercial is an art, one that requires skill and thoughtfulness. You must first decide on the emotions you want to evoke, the message you want to communicate, and the target audience you want to reach. Then, craft a story around these elements, select the right visuals and music, and decide on the perfect casting. Finally, work with professional editors and producers to bring it all together. With the right mix of creativity and marketing savvy, you just might create a commercial that captivates viewers, boosts your company’s visibility, and drives sales.