Want to create memorable TV commercials that convert viewers to customers? We have the power to help you do that. Pretzel Logic Productions is a San Diego video production company, and our team has helped brands like yours craft quality commercials that resonate with audiences far and wide. We’ll share some of our top tips and tricks for crafting TV commercials that will increase your bottom line.
Drop a Hook
The average viewer’s attention span is getting shorter and shorter. If you want to capture the attention of your audience, you need to have the right hook—something that draws the viewer in from the start and motivates them to stay engaged throughout the commercial.
How do you hook an audience? Be different. It may seem basic, but you seldom stand out when you go along with the status quo. So, the first rule of dropping a hook? Make bold choices.
The second part of dropping an effective hook is knowing your target audience. Let’s take Old Spice, for example. While Old Spice makes a product that is primarily geared toward men, market research found that most of the company’s product purchases were actually made by women. In 2010, the company launched a campaign centered around its actual customer base—females.
The brand enlisted the help of former NFL wide receiver Isaiah Mustafa. Appearing in the ad wearing nothing but a towel, Mustafa says, “Hey ladies, look at your man. Now back to me.” It’s a hook that draws the target audience—women—into the commercial and creates a memorable moment.
The commercial also generated a high number of conversions, surpassing even the company’s own marketing goals for the campaign. According to Wieden + Kennedy, by May of that year, the campaign increased sales of Old Spice Red Zone Body Wash by 60 percent over the previous year. By July, sales had doubled. The campaign was a hit, using a combination of humor, creativity, and the right hook.
A good hook is a good start, but to create a memorable TV commercial that converts, you’ll need a few other essentials. Here’s a breakdown of other elements you’ll need to create impactful moments on the small screen.
Create a Story Arc
The hook draws people in, but crafting a compelling narrative is what will keep them watching. People relate to good storytelling. It’s one of the reasons many people tune into the Super Bowl to watch the commercials rather than the game. So, think about crafting a story arc that will resonate with your audience.
What is a story arc, exactly? In its simplest form, it’s a narrative with a beginning, middle, and end. But compelling storytelling often has other elements, such as conflict or heightened tension, a climax, and ultimately, a resolution.
You should have a clear understanding of the message you’re trying to convey through your commercial and build a clear story structure around that message. Clear messaging often produces tangible results.
Keep in mind that your message should be in line with your brand’s overall values and mission in order to attract your target audience.
Find Your Characters
Once you’ve created your storyline, you’ll need to find your characters. If you’re casting actors for your TV commercial, this process will often involve holding auditions to find the right talent for your project.
But keep in mind that you don’t necessarily need to hire talent to create memorable TV commercials. Sometimes the best commercials are created through real stories, real moments, and real people.
Take Google’s 2020 Super Bowl ad, for instance. The tear-jerker ad, called “Loretta,” was inspired by a true story. In fact, the commercial was voiced by the grandfather whose story the company drew inspiration from to create the narrative.
Against the backdrop of emotional music, the man asks, “Hey Google, show me photos of me and Loretta.” The commercial demonstrates how Google Assistant can be used to store memories for those struggling to retain their own.
The commercial is a powerful love story that drives home the company’s messaging—that it can make the lives of users simpler by storing information and remembering things, such as “the moments that matter most,” moments that otherwise could be lost. The commercial’s tagline? “A little help with the little things.” The commercial received a huge response.
It’s storytelling at its finest—and a reminder that sometimes the best way to tell your story is through the lens of everyday people.
Include a Call to Action
A great commercial can be memorable on its own. But to convert, it should have a clear call to action as well. If you want to increase sales, consider including a discount code, for instance. Want to increase web traffic? Include a link to your website. Want to increase brand awareness? Add QR codes for people to scan so they can learn more information about your brand.
There are many ways to create a memorable TV commercial that converts. Think about your marketing goals and create a call to action that will incentivize viewers to respond accordingly. Creating a sense of urgency, such as a limited-time discount code, will also give consumers extra motivation to respond to the call.
Wondering how to create a powerful storyline? Need help getting your ideas off the ground? Pretzel Logic Productions can help. Our San Diego video production company has a team of skilled storytellers who can bring your vision to life. If you’re ready to tell your story, we’re ready to elevate it to new heights. We’ll work together to craft a memorable TV commercial that not only converts but also helps you connect with your audience on a deeper level than you thought imaginable.