Create Impactful TV Adverts with These 7 Ideas
As a TV Commercial Production Company, we know how challenging it can be to brainstorm fresh ideas for your next TV advert campaign, that at the same time captures attention and drive results. With the ever-evolving world of advertising, standing out requires more than visuals, it’s about strategy, creativity, understanding your audience, and a touch of innovation.
If you’re brainstorming ideas for your next TV advert campaign, you’ve come to the right place. Here, we’ll explore seven creative strategies to inspire your next production and help your brand stand out in 2025. Whether you’re launching a product, sharing exciting news, or connecting emotionally with your audience, a well-planned TV advert can work wonders for brand recognition and sales.
1. Share Exciting News
Every great TV ad campaign starts with an exciting hook that draws viewers in, and what’s more compelling than sharing major news about your company? Whether it’s announcing a new product launch, celebrating milestones, or unveiling significant achievements, these updates captivate audiences and build trust in your brand.
When crafting a campaign centred on exciting news, it’s essential to focus on the story behind the announcement. Instead of simply stating the news, take viewers on a journey. For instance, if you are launching a product, show the development process, highlight the problems it solves, and feature testimonials from the team or beta users who contributed to its success. This approach not only informs but also creates an emotional connection with viewers, making your brand more memorable.
Take Apple as an example. Each time they release a new iPhone, their TV adverts are not just about the features, they are about the experience, the design innovation, and how the product will enhance daily life. They use stunning visuals, sleek cinematography, and aspirational music to make viewers feel they must be part of the excitement.
Exciting news doesn’t always have to be product-focused. It can be a celebratory campaign marking a company milestone, like reaching a customer base of one million users or expanding into a new market. Who doesn’t remember Coca-Cola’s 2011 “Share a Coke” campaign?
When designing such an advert, it’s vital to maintain authenticity. Show the genuine passion and effort behind the scenes, whether through real-life footage, heartfelt team interviews, or stories of customer impact. Letting viewers see the human side of your brand makes the announcement even more impactful.
Lastly, include a strong call-to-action in your ad. Whether it’s encouraging viewers to visit your website, sign up for a pre-order, or share the news on social media, guide them on how they can become part of your success.
2. Bring in an Influencer
Collaborating with influencers has become a powerful way to elevate the impact of TV adverts. Influencers, with their dedicated followings and relatable personas, can bring a fresh and credible voice to your campaign. By featuring them in your TV advert, you align your brand with someone who resonates with your target audience, making your product or service appear more trustworthy and accessible.
When creating a TV campaign with an influencer, it’s important to choose someone whose values and personality align with your brand. For example, if your business promotes sustainable products, working with an eco-conscious influencer ensures consistency in messaging and increases the chances of the advert feeling authentic. Authenticity is critical; viewers can easily detect when a collaboration feels forced or inauthentic, which could backfire on your campaign.
An influencer’s role in your advert can vary. They might be the central figure demonstrating your product or subtly integrated into the story, endorsing it naturally. The goal is to seamlessly incorporate the influencer into the narrative so their endorsement feels genuine.
Influencers also bring the added benefit of amplifying your TV campaign through their own platforms. After the advert airs, the influencer can share behind-the-scenes content, personal insights about working with your brand, or reactions to the advert. This multi-channel promotion increases visibility and allows your campaign to reach not only TV audiences but also online communities.
By leveraging the reach, relatability, and credibility of an influencer, your TV advert can make a stronger emotional impact while gaining broader exposure. It’s a strategy that not only enhances your campaign’s effectiveness but also helps solidify your brand’s connection with your desired audience.
3. Customer Testimonials: Real Voices Matter
Incorporating real customer testimonials into your TV advert campaign is one of the most powerful strategies to build trust with your audience. Testimonials tap into the psychological principle of social proof, which suggests that people are more likely to trust recommendations from others over traditional advertisements. Hearing directly from satisfied customers who have used your product or service creates a relatable and authentic connection with viewers. These real voices humanise your brand, making it more approachable and trustworthy.
We’ve been saying this for ages: authenticity is key. Allowing real customers to share their stories fosters trust. Moreover, inclusivity is another important aspect to consider in this process. Doing an inclusive representation about the people and the target audience in any type of video, can significantly enhance your brand’s reputation and connect with a broader audience. This aligns with consumer expectations in 2025, where diversity and representation matter more than ever.
To ensure your testimonial ads are effective, let customers speak freely about how your product or service impacted them. Avoid over-scripting. The more genuine the conversation feels, the more your audience will connect with it. Don’t shy away from showing imperfections either; sometimes, the most honest moments can be the most powerful. These kinds of ads often resonate more deeply than highly polished, traditional ones because they reflect real-world experiences that audiences can relate to.
4. Make It Comical
Humour is an incredibly effective tool in TV advertising when used properly. A funny commercial not only entertains but also leaves a lasting impression, making it more likely that viewers will remember your brand long after the ad airs. Comedy has the power to break through the clutter of the usual, often repetitive, advertisements and grab attention in a light-hearted way.
When integrating humour into your TV advert campaign, it’s important to remain true to your brand’s identity. It should never overshadow the message you’re trying to communicate. Focus on making your core product or service the punchline, and ensure that the humour aligns with the problem your product solves or the benefits it offers. It’s also wise to test the ad with focus groups to ensure the humour resonates with your target audience, as humour can sometimes be subjective.
Take, for example, the clever Visqueen bin bags commercial: by infusing humour into such a beige product, they not only made their ad memorable but also made their product seem more appealing in a fun, shareable way.
5. Utilise Time-Lapses
Incorporating time-lapse photography into your TV advert campaign is a visually captivating way to showcase long or complex processes in a condensed, digestible format. Time-lapses allow you to highlight the effort, craftsmanship, or behind-the-scenes work that goes into creating a product or delivering a service. This technique has the unique ability to captivate and engage viewers in a way that traditional, linear storytelling cannot.
Time-lapses are especially effective for industries where the process behind the product is intricate or visually impressive. For example, a bakery could use a time-lapse to showcase the journey of turning raw ingredients into a beautifully decorated cake. Similarly, a furniture company could use time-lapse to show the crafting of a piece of furniture from raw materials to finished product. This method not only enhances the aesthetic appeal of the commercial but also conveys a sense of craftsmanship and dedication, making the viewer appreciate the product more deeply.
6. Tell a Story
Storytelling has always been at the heart of human connection. People love stories because they resonate with emotions, values, and experiences that transcend brands. A TV advert that tells a compelling story has the power to captivate audiences, evoke emotions, and ultimately build a connection between your brand and the viewer.
When crafting your ad, focus on the ‘why’ behind your brand or product. Why does your company exist? What problem does your product solve, and how can it make life better for your target audience?
The beauty of branded content lies in its ability to seamlessly weave your brand’s narrative into the story without it feeling like a hard sell. Instead of focusing purely on the product, branded content allows you to tell a story that engages your audience on an emotional level, while subtly communicating the core values or mission of your company. This approach works wonders because it taps into universal emotions like joy, hope, or curiosity, which make the story resonate on a deeper level.
In fact, branded content helps establish a long-term relationship with your audience and it makes your brand part of a bigger, more meaningful narrative. By offering valuable, entertaining, or emotionally compelling content, you build trust and brand loyalty.
Successful campaigns often evoke a sense of empathy or nostalgia, creating a lasting impression that goes beyond simply selling a product. A great example of this is the famous John Lewis Christmas ads, which have consistently tugged at heartstrings by weaving heartwarming stories. These ads highlight the emotional side of gift-giving, leaving viewers not just remembering the product, but also the feelings associated with it.
When done well, branded content can turn your TV ad into a memorable experience that builds a deeper connection with your audience, keeping your brand in their minds long after the commercial ends.
7. Be Authentic and Original
In 2025, audiences crave authenticity more than ever before. With so many ads in the market, standing out requires a unique approach, one that doesn’t simply follow trends but focuses on what makes your brand special. Being authentic means staying true to your company’s values and mission, and communicating them in a way that resonates with your audience. In a crowded marketplace, breaking away from the norm and showcasing what makes your brand different can be incredibly powerful.
One way to approach authenticity is by exploring your brand’s ethos. What do you stand for, and how can you convey that message through visuals, music, and tone? For example, Patagonia has built its brand on sustainability and environmental responsibility, and their ads consistently reflect these values, but in thei own tone.
By aligning their marketing with their core mission, they resonate with consumers who prioritise eco-consciousness. Originality is key—by focusing on the aspects of your brand that make you unique, you can create a memorable, impactful campaign that sets you apart from the competition.
Planning your TV advert campaign can feel daunting, but with the right strategy and a little creativity, the possibilities are endless. At Impress Video, we specialise in bringing ideas to life through impactful and memorable TV advert production.
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