From Concept to Commercial: Navigating the TV Ad Production Journey
TV commercial production process is complex at first, but if approached correctly it can yield great returns. The success of your TV commercial is directly related to its quality. Also, is about having the ability to engage with viewers and retain their attention. Hence, increasing your brand awareness and building possible consumer relationships.
Capturing people’s attention and obtaining a return on investment (ROI) is almost impossible unless you have a well-executed and marketed commercial. Consequently, we have written a blog to guide you in the production process (from scripting to final delivery). All the steps have been tested by our video production agency and proved to drive results.
In this blog, we’ll guide you through each step of the TV commercial production journey—from scripting to promotion—based on what works best at Impress Video.
Step-by-Step: TV Commercial Production Process
The production can be broken into 7 steps, which go from getting knowledge of the actions and objectives of the video to finally promoting it on the right platforms to attract the audience. Here’s a breakdown of the essential stages in producing a TV advert that delivers both creatively and commercially.
1. Define Your Goals
Take enough time to evaluate which goals you want to achieve with your TV advert. TV advertisement production can be expensive, so it is important to have a goal in mind to avoid wasting your money. Some common objectives are to increase brand awareness, build brand trust or raise sales.
After defining your goals, come up with ideas that will help you achieve those goals and choose one of them. Also, once you define the ultimate goal of the video, the ideas of producing it will flow.
2. Script it Out
Once you have your goals and ideas clear, it is time to write a script to get the feel of the tone, pacing, and direction of your TV commercial.You have limited time (usually 30–60 seconds), so your message must be clear, concise, and emotionally compelling. Great TV ads combine audio and visuals strategically – capturing attention even if someone is watching with the sound off or listening from another room.
Best scripted adverts utilise both audio and video as they can catch the attention of a person located in another room (by audio) or that has the sound muted (through video).
Include a strong hook within the first few seconds and make your call to action (CTA) clear.
3. Cast the Right Talent
If you are planning to put people in your commercial, put actors that are part of your target audience. It is the best way to go.
Casting is crucial in connecting with your target audience. Choose actors who reflect your audience demographics and values.
A lot of TV commercials do great without having people in them but having a person in the advert humanises it. So, it is sometimes a good idea to include real people in video production so the video is more approachable and truthful.
If budget allows, go with professional actors. On a tighter budget? Use people from your team or community, but ensure they’re comfortable and confident on camera.
4. Hire a Professional Production Team
Unless you have in-house capabilities, partner with a TV commercial production company like us, Impress Video. Professionals bring technical expertise in filming, lighting, sound, editing, and compliance. More importantly, they’ll guide you through the process efficiently, avoiding costly mistakes.
Therefore, check their reviews and previous work before signing any contract to ensure the company aligns with your brand’s vision and values.
5. Plan Your Shots
Plan all your shots thoroughly. You have to fit all the important shots within 30 seconds, so there is no time to waste. You might have a wide-out shot showcasing your product or service or a close-up featuring the main characteristics of your product.
6. Use a Call to Action
A call to action shows viewers which are the next steps they should take. They can be added at the end or throughout the video. Besides, they are key to encouraging people to take action and therefore, obtain a return on investment (ROI). Overall, making it easier for users to interact with your business, website, products… So, making it easy is a must as people are lazy and having everything simple will make them more attracted to your product or service.
7. Final Steps
Once produced, the TV commercial needs to be approved by Clearcast before publication. If it is approved and aired, you will have to look at the statistics from time to time to identify points for improvement. In addition, to maximise your investment, you can ask the video agency you hired for an online digital package to advertise the commercial across various social media channels. Lastly, keep in mind that each social media app targets a specific audience, with different consumer patterns and video types and lengths.
The Role of Collaboration in TV Commercial Production
Creating a high-quality advert involves collaboration between:
- The Brand: Offers insights into goals, audience, and brand identity.
- The Creative Agency: Develops the concept, writes the script, and oversees the creative direction.
- The Production Company: Brings the vision to life through shooting, editing, and post-production.
Clear communication among these teams ensures the final product is aligned with both creative and commercial goals.
Why Work With a Professional TV Commercial Production Company?
Working with an experienced production company like Impress Video ensures that your TV advert is produced to the highest standard—from idea development through to Clearcast approval. We understand the nuances of video storytelling, audience psychology, and technical production—so your brand stands out on screen.
Thank you for reading,
María & Sara.
Ready to Start Your TV Commercial Production Process?
Whether you’re launching a new product or elevating your brand, a well-crafted TV advert can be a game-changer. At Impress Video, we specialise in TV commercial production that delivers results. Don’t hesitate to contact us here!
