Last time, we looked at how videos are powerful tools for your brand story and how they make lasting impressions in your target audience’s minds. In this article, we will ask what makes good TVCs- and why roping in an Agency’s help can make them great.
Many articles have been written about the specific techniques of executing a TVC- but what I want to focus on today is, how are you going to harness the power of storytelling, creative visuals and consumer psychology in order to produce an excellent TVC.
1. Spend time to produce a quality script.
A script is the steering wheel of the TVC- directions are important. This contains the settings, characters’ interactions and lines, the climatic moments, and memorable endings- along with powerful CTAs. All these are drawn out clearly in a good script. It encompasses art direction and also clear messaging- see here on why having one consistent point is better than many. Why not find out how an agency can help conceptualise, draft, modify and revise as many as time as it takes to produce a flawless script?
2. Break out of normative TVC plots and visuals.
How do you shock, amuse, inspire or stimulate the audience maximally? Have you ever watched a commercial where fast action and celebrity figures were moving along- and you had little idea what the product/service was about till the very end? Then, to your surprise, it all makes sense at the finish! Isn’t it almost ludicrous that sauce, bread and sausage comes together with men and pets? This Heinz TVC is the perfect illustration of how subversive humor is used- however it doesn’t fall apart as simply an absurd ad for kids. We all know that dogs are humans’ best friends (at least to most), and many of us have experienced companionship with pets- this is a narrative we understand and feel for deeply. Thus, Heinz postures its brand as the most natural sauce that assists the taste of bread and sausages. Or, what does a website and explosion have in common? Look at this: Wix website TVC. You might not think the plot contains depth about the service provided- but in fact it hits home the point that we often get emotionally frustrated when we can’t get beyond a simple task! This explosive action-packed TVC will probably stick in our emotional consciousness for a long time. It is also said that if we focus on the “first three seconds” of the commercial, the memory of it sticks (Young Entrepreneur Council, 2017). Humor is also a powerful tool- who wouldn’t feel amused at the fact that the chef is left doing his website, while his whole restaurant crumbles to dust?
Thinking out of the box for fresh, creative ideas is often hard, especially facing looming deadlines. An agency like us specialise in conceptualising unique plots that elevate your brand story to the next level!
3. Lastly, you must get into your target audience’s culture and emotional world.
Recent stats from “Creative Drivers of Effectiveness” have shown that there is a higher memory encoding for advertisements that aim at telling their brand story rather than hardselling the product. (Thinkbox, 2016). We are all narrative-shaped beings who desperately need to fit our life circumstances into a familiar plot. Thus, the choice of a good cast is important- because it can either stifle or deepen the emotions that you want viewers to experience. Volkswagen used this on Chinese viewers. The immense pressure of “climbing the corporate ladder” is one which all Asian city dwellers can understand- promotion and approval is fought over for in the office. Thus, showcasing a battered-up male who loses out to his more relaxed colleague not because of a lack of hard work, but out of sheer luck- is something we all can identify with. Thus, introducing the Volkswagen key in that memorable tense atmosphere as a symbol of power is dramatic and deeply enticing.
However, directing the actors matter a lot in this emotional narrative- from the facial expression to the kind of language the boss uses, to the instantaneous desire to be recognised- expressing itself in the hand gesture to work OT. Thus, finding a good directors and actors would boost your video in profound ways! An agency like Hamilton and Sherwind does the talent scouting for you- and we specialise in ensuring that the direction of your TVC is seamless throughout. (hyperlink to our contact page)
Your brand story deserves a TVC that is worth its while- making your audience hooked onto it from start to end- and staying in their memory for a long time! Don’t delay, Hamilton and Sherwind promises quality video production, within fast turnaround times. Contact us today.