TV Advertising: From Concept to Production

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Creating a new TV campaign is a daunting prospect and finding the right TV agencies will make a substantial difference in taking away the unknown of media production. The process begins with selecting a media agency who will then strategically choose the best time slots for the demographic being targeted.

The next step is the creative; this is the purpose of the production. A tender process will be completed and a Production Company will be chosen to complete the creative. This is important as the Production Company must understand the specific requirements and make the concept come alive. Once chosen, meetings will then be held with the Production Company to discuss all considered concepts in greater detail. This is where the expertise of the Production Company can be utilised to identify specifics to focus on the visual for concepts.

Once a creative has been decided on the Production Company will then aid creating a storyboard (a group of images or media segments that describe the key elements of a media ad, campaign or program). This can be solely with the Production Company or more commonly a joint solution to create the perfect outcome for both parties.

The great advantage of working with a Production Company in this situation is the ability to see exactly how the advert will play out in being able to offer more than just one facet i.e. not just humour or not just a serious advert all while maintaining the Unique Selling Points (USPs) for the advert.

For preproduction the Production Company will have to perform several tasks before the cameras start rolling. This carries on from scriptwriting to location scouting, prop collection, hiring actors, renting of equipment and creating ‘shot-lists’. The pre-production stage is where the TV commercial’s scheduling is setup. Commercials must be planned down to the minute because time is literally money. If a shoot overruns the excess hiring actors, renting equipment and reserving locations will dramatically expand the budget.

After pre-production is finalised the process moves to production and editing (post production). This is essentially recording of the commercial; the director coordinates the process using a script and ‘shot list’. Actors then go through several takes for dialogue and actions in the script. Production for TV commercials can take a day or multiple days of shooting, dependant on length and complexity of the scripts. Once all of the shots are filmed, the director sends the film, tape or video files to the editor.

Once the tapes are received the post-production process starts whereby all video editing, special effects, sound manipulation and exporting of the TV ad happen. The footage is reviewed and manipulated with several ‘cuts’ being left out, with the final best selection constructed by the editor. Once finalised, the commercial is exported to videotape or hard drive, depending on the needs of the TV studio, and delivered.

The end result is a finished television ready advert once clear cast approval has been achieved.

Oak Furniture Land case study: The true power of TV advertising

Oak Furniture Land recently worked with media agency partner MNC and production company partner Wordley Production Partners ltd. to fulfil the company’s long awaited objective to trial TV adverts.

Since entering the TV market, TV adverts have now become a major part of the company’s marketing mix and a major contributor to the increase in website traffic and footfall to their retail stores.

The new advert ‘Don’t do this to nan‘ represents a further evolution of the original Oak Furniture Land story that started off in the showroom now with four new characters Nan, Granddad and the Grandchildren being introduced ready for even more stories in 2013.

*Since mid-2011 both MNC and Wordley Production have been retained by OFL.

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