The first impression counts. This is especially true for the commercial, because a commercial is a short and incisive film, in which a product or a brand is brought closer to the audience. Usually 60 seconds are not exceeded, in the cinema a commercial even often takes only 20 to 30 seconds. In this short time, the goal is not to tell as detailed as possible about the product or the brand, but to give the audience a concise yet informative overview. The commercial is intended to increase sales and strengthen confidence in the brand and the product.
Because of the short playing time and the difficult goal to inspire the customer, the commercial is also considered the supreme discipline of all marketing productions. There are no limits to the implementation and the audio-visual and dramaturgical means can be as fancy as the state of the art allows. Hence the commercial should be as creative as possible and therefore requires experienced marketing producers.
The development of a commercial is always similar and can roughly be divided into four phases. The concept initiates the production and consists of collecting ideas from the advertising agency. The ideas will then be presented to the customer and together we will discuss which idea is most suitable. The chosen idea is then implemented on a storyboard and briefing and pitch are worked out. Usually, 3 to 5 advertising film production companies submit their pitch proposals. The customer then selects a production company that fits his needs best.
After that the second phase, pre-production, begins. The steps are identical to a feature film production. A cast, the right location and team as well as technique are selected. However, all this happens in a much shorter time than during a feature film. In the third phase we will finally start to produce.
Due to the lower budget compared to a feature film, the shoot takes only a few days. Otherwise, as with other productions, it is supervised by the costumer and the advertising agency.
The last step in producing a commercial is called the post-production. In this step, the commercial will be finalised. After the approval of the costumer and the advertising agency, the commercial is completed. Now the spot will be sent as a tape or in digital form to TV stations or cinemas.
In addition to the conventional commercial, there are also a number of special short films that can pursue an advertising intent. A viral is a short video produced for the internet. In this case the customer insists that the video will spread by itself and the audience will refer it to others, because they like the product so much. During the advertising film, DRTV spots usually show an address or a telephone number. This is to ensure that the viewer purchases the product immediately. A social spot is not so much about advertising, instead it is about showing social grievances and to mobilise people to do something against it. Election spots are for classic election campaigns and are expected to win more voters for the candidate.
As you can see, a commercial can be a very complex and sometimes complicated film production. If you nevertheless want a high-quality commercial, we are the best contact for it. We have many years of TV and cinema experience and know exactly what is important. PICMENTION guarantees you a complete consultation and support and finds suitable actors and good music for you. So that your commercial stays with your customers!