It depends as every TVC is different and the goals of brands can also be different. So, every TVC needs a custom approach.
Having said that, there are a few core points that every TVC should have:
You only have 15-60 seconds to hook people and bring your message across. Although most TVCs these days fall into the 30 seconds category. That already tells you that you need to create an emotional connection in a very short time.
TV Commercials are expensive, so you want your TVC to be perfect and convey the right message to people.
This often means actually reducing the information you include in the TVC. Information overload can backfire as it might not be clear to people what your ad is about. Viewers often end up watching a commercial a few times before they would take action.
So you just watched this brand new fancy TVC and were amazed by the visuals…. Now what? People need to know what action to take. Tell people what they should do next.
A TV Commercial will be seen by a large number of people. TV Commercials will affect your brand image in many ways so it is of the utmost importance to be very detailed with all components of your TVC. Celebrities, shiny cars, happy people, and bright colors are all things you often see in a TV commercial for that exact reason.
The job of a great TV commercial storyline is to build trust with the audience. If you can achieve that and people trust your brand, then they will buy from you automatically.
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