How to Design TV Ads

Designing a TV ad begins long before the director yells "Action" and film begins rolling. The effectiveness of a television advertisement begins with the concept, budget and script. Since TV ads are short--most often 30 seconds--every move, word or action on the screen has to count. If you take the time to design your TV ad, your final product will produce the results you want.

Things You'll Need

• Commercial script
• Storyboard

Instructions

1. Watch other TV commercials, paying close attention to what you like and do not like. Does the ad make you curious about the product? Are the colors used pleasing to the eye? Does the ad state what they are trying to sell? These questions and more will help you focus your own ad to the viewing public.

2. Explore your concept for the ad, making sure you cover branding, emotional connectivity to the viewing public and the promotion of the product or service you are trying to sell.

3. Work out a budget for your TV ad. By doing this in advance, you will know how much you can spend for actors, crew, locations and any special effects that may be needed. Be sure to plan for advertisement placement during broadcast times.

4. Write the script for the commercial. Most TV ads are 30 seconds long, but some may be as short as 15 or as long as 90. Your budget will help you determine what length you can afford.

5. Storyboard your script before any film is shot. By storyboarding the commercial, you can set up camera directions and get a feel for how the final product will look.

6. Hire a good production team. This would include the cameraman, video editor and director, if you do not plan to direct the commercial yourself. Show them your concept and storyboard and listen to their input. They may have ideas to make your TV ad more successful.

Tips & Warnings

• Like any story, TV ads need a beginning, middle and end. Be sure that your company's logo is prominent in the ad. This helps with viewer recognition of your brand. Once the TV ad has been finalized, consider uploading the entire commercial to your company website.

References

• The 30-Second Storyteller: The Art and Business of Directing Commercials by Thomas Richter, Aspiring Filmmaker's Library, Course Technology PTR, 2006.
• Designing and Producing the Television Commercial, by Larry Elin and Alan Lapides, Allyn & Bacon, 2003.