How To Create a Memorable TV Commercial

3 examples of great TV commercials

Commercials are a huge part of our society. Not only are they trendsetters and good fodder for water cooler talk, but they reflect culture and what is going on at that given time period.  

Not all commercials achieve this kind of impact though. It takes a really creative and memorable commercial to truly achieve success.  Every minute of every day, millions of people are inundated with ads in many different forms: online, radio, print and television. Yet nothing seems to have the same impact as the TV commercial.

Here’s a look at three of the best creative and memorable commercials in recent years and why they are successful.

Dr. T’s Slug and Snail Killer

A great commercial doesn’t have to be extravagant. This awesome spot for slug and snail killer is just a monologue. But it is extremely well written and the acting is brilliant. If this isn’t a perfect human rendition of a slug then I don’t know what is! Viewers aren’t soon to forget about this slug.

Nike

On the other hand, brands with gigantic budgets can still produce breathtaking commercials.  Again, it isn’t so much the special effects or CGI that makes this great — the concept is simple. What defines this Nike spot is the music and fast-changing images that strike an emotional cord with a variety of audiences. Just putting in a quick shot of famous runner Steve Prefontaine, for example, creates an emotional connection with all runners even if the commercial has a broader target.

Google

Sometimes commercials don’t have to say anything at all. This awesome Super Bowl spot from Google – their first ever – puts the viewer in the drivers seat and tells an entire story through the use of their product. This is a common tactic in TV advertising. Much like the Nike ad, an emotional connection is created through the use of a product.

The real answer, as cliché as it seems, is that there is not one right way to make a great advertisement. People have tried many different strategies. Sometimes they work and sometimes they don’t. Strive to tell great stories in your commercials. Create emotional bonds that are hard to forget. Regardless of format or style, if you do these things the ad will be a hit.

It doesn’t take a huge budget or a powerhouse brand to create a great TV spot either. Simplicity rules. Just look at the examples above! Regardless of budget, if the ad is created properly you have nothing to worry about.

Trevin is a freelance writer and TV fanatic.

 

Brian E. Young is a graphic designer and artist in Baltimore, MD.

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