Writing Ads for TV is Still All About Strategy
I say all the time that creating a print ad is so much harder than creating a TV spot. In print, you have 1.2 seconds to nail your point before a page is turned or passed by. With TV, you get 30 seconds. That’s a lifetime to sell something. What is difficult in writing for TV is the temptation to let the bells and whistles of today’s technology take the lead – let the tail wag the dog.
If technology furthers the strategy, use it. But strategy is where the TV commercial begins. Which leads me to the other difficulty in writing for TV. All our lives we’ve learned to tell stories using words. Now you need to tell them with images, with words merely supporting them. So how do we use visuals in strategy to begin?
The big idea. What’s the main message that persuades and makes the product stand out? This is marketing 101. Determining a product’s USP.
The benefit. What is the benefit of the big idea and whom does it benefit? You have your product’s USP determined and you now need to think about how your target audience will want to hear it and what they’ll be interested in seeing.
Create visual elements that stick. Here’s where the personality of the brand shines bright. If the tone of your brand is rugged, dramatize that toughness with like imagery, typography, movement and sound.
Now you take that visual and tone to script. This is what we call a “treatment.” Use a narrative to tell the story. Much like a Cliff’s Notes version or the basic plot line of what happens. e.g. “Guy walks into a bar, gal comes over and says…” Once you’re happy with the scenario, put it in script form. Once you’re finally happy with your script, you’re off to storyboards. Now you can put technology to work for your script. The dog is now wagging the tail and strategy has not been sacrificed for the sake of cool effects.
Leave Your Response
Get the newsletter
The latest news, tips and inspiration, direct to your inbox.
888.412.7469 410.280.545153 Old Solomons Island Road, Suite G
Annapolis, Maryland 21401
16 Responses to “Writing Ads for TV is Still All About Strategy”
on September 2nd, 2010 at 12:07 pm #
Writing Ads for TV is Still All About Strategy http://bit.ly/9XuD4k #advertising
on September 2nd, 2010 at 12:19 pm #
RT @adsatTCA: Writing Ads for TV is Still All About Strategy http://bit.ly/cO9ZHU
on September 2nd, 2010 at 1:25 pm #
Don't let technology take over the ad RT @adsattca: Writing Ads for TV is Still All About Strategy http://bit.ly/9XuD4k
on September 2nd, 2010 at 1:35 pm #
RT @adsattca: Writing Ads for TV is Still All About Strategy http://bit.ly/9XuD4k
on September 2nd, 2010 at 1:43 pm #
Writing Ads for TV is Still All About Strategy http://bit.ly/9XuD4k
on September 2nd, 2010 at 1:43 pm #
RT @darreneaston – Writing Ads for TV is Still All About Strategy http://bit.ly/9XuD4k
on September 2nd, 2010 at 1:47 pm #
RT @darreneaston: Writing Ads for TV is Still All About Strategy http://bit.ly/9XuD4k
on September 2nd, 2010 at 1:49 pm #
RT @adsattca: Writing Ads for TV is Still All About Strategy http://bit.ly/9XuD4k
on September 2nd, 2010 at 3:10 pm #
RT @adsattca: Writing Ads for TV is Still All About Strategy http://bit.ly/9XuD4k #in
on September 2nd, 2010 at 3:15 pm #
RT @amarie5304: RT @adsattca: Writing Ads for TV is Still All About Strategy http://bit.ly/9XuD4k #in
on September 2nd, 2010 at 3:38 pm #
RT @adsattca: Writing Ads for TV is Still All About Strategy http://bit.ly/9XuD4k
on September 2nd, 2010 at 5:47 pm #
RT @darreneaston: Writing Ads for TV is Still All About Strategy http://bit.ly/9XuD4k
http://www.cheapmonclerssale.com/Discount-Moncler-Safran-Long-Down-Women-Jackets-Beige-269/ Discount Moncler Mengs Women Down Jacketshttp://www.cheapmonclerssale.com/Moncler-Kids-c89/ Moncler kids Jacketshttp://www.cheapmonclerssale.com/Discount-Moncler-Branson-Down-Jacket–Purple-247/ Moncler Men Low Casual Shoes
http://www.nbabasketballshoesale.com/more-2.html nba basketball shoeshttp://www.nbabasketballshoesale.com/Nike-Air-Hypershox-2011-t1-54.html Nike Zoom Hyperforce 2012http://www.nbabasketballshoesale.com/LeBron-James/Nike-Air-Max-Lebron-8-V2-f2-2.html Nike Air Max Lebron 8http://www.nbabasketballshoesale.com/LeBron-James-t1-8.html LeBron shoes
http://www.louboutinshoesssale.com/All-Products/2 discount Louboutinshttp://www.louboutinshoesssale.com/Christian-Louboutin-Rom-120-Fringed-Suede-Ankle-Boots-493/ Christian Louboutin Pigalili 120mm Pumpshttp://www.louboutinshoesssale.com/Christian-Louboutin-Pumps-c76/4 Christian Louboutin Patent Leather Pumps
http://www.timberland-discountshoes.com/Bestsellers Cheap Timberland Bootshttp://www.timberland-discountshoes.com/sale/Timberland-Womens-6-Inch-Premium-Boot-Pink-244.html Timberland 6 incheshttp://www.timberland-discountshoes.com/sale/Timberland-Classic-2-Eye-Mens-Lug-Sole-Boat-Shoes-Chocolate-206.html Timberland Classic 2 Eye Mens Lug Sole Boat Shoes