What Makes for a Strong Television Ad?

When making an ad for your company you hope to invest in a spot that not only makes viewers aware of your product or service, but also leaves them with good feelings about your brand identity. Consider some of the following qualities that make for a strong television ad:

Make ‘em laugh

If people come away from your ad laughing, that’s a positive association with your company. A knee-slapping ad is likely to be shared widely, expanding your reach and providing organic exposure. Try sticking to family-friendly humor and situations to ensure your ad appeals to the broadest possible audience. Think of a humorous ad as an opportunity to share your company’s personality.

Keep it simple

You only have a few precious seconds to capture the audience; you’ll need to efficiently tell your story and make viewers remember your company. Your ad should quickly set the scene and arrive at the main pitch without confusing viewers or overcomplicating your message.

Stay positive

You don’t want viewers to come away from your ad thinking, “Wow, that was a bummer.” Even if your company handles potentially difficult subjects, like insurance, make it positive and uplifting. Use your ad to show how your company can make the viewer’s life easier (even in a time of crisis).

Be relatable

Use your ad to depict your product in real-life situations. Through the ad, viewers can see themselves using your product or service either through relatable characters or relatable situations.

Conversational

Instead of lecturing to your audience about the value of your company, have characters talking about what need your company is meeting. Use the conversation to portray how you would like to have your company realistically discussed by customers.

Make it memorable

Some of the most memorable ads have a jingle, tagline or mascot that’s permeated pop culture. Whether it’s catchy or maybe even obnoxious, there’s a hook that makes people think about the ad all day. A hilarious punch line or highly quotable dialogue can be just as effective.

Thought-provoking

An ad is an opportunity to challenge viewers’ pre-conceived notions about an issue related to your product or service. If your industry is stereotyped in a certain way, or has a reputation you’d like to challenge, use your ad to show how your company is different. There is a fine line between controversial and thought provoking, but it could pay off by having viewers think about your ad long after it’s ended.

Create an emotional connection

Beyond being relatable, a great ad builds an emotional connection with the viewer. That emotion could be joy, nostalgia, love or trust, but is ultimately positive. Make viewers feel something when they see your ad, and in turn, associate that emotion with your company.

Ads don’t need to be all of these things to be successful. Ultimately if a viewer remembers the company, product or service after viewing your ad, and leads to conversion, the ad is a hit. Use the ad as an opportunity to introduce yourself to your next client. Say hello and let's discuss how we can help create a TV commercial ad or campaign that drives demand for your brand.

About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.