HOW TO CREATE A GREAT TV COMMERCIAL

Summary from the TLDR Marketing newsletter

A TV commercial needs to feel authentic to land with its audience. This is why a Starbucks ad flopped while a similar Diet Coke ad remains in our memory almost 20 years later. A great commercial focuses on the benefits of the product, which might mean using visual devices in place of the actual product. They also build aspiration, presenting a world you want to be part of without being too cheesy. The production details, such as music and camera angles, are also key to creating a smooth, multi-sensory experience.