{"id":2235,"date":"2014-09-08T12:41:23","date_gmt":"2014-09-08T19:41:23","guid":{"rendered":"http:\/\/lm.sactoweb.com\/?p=2235"},"modified":"2019-02-16T16:57:29","modified_gmt":"2019-02-17T00:57:29","slug":"create-original-tv-commercials","status":"publish","type":"post","link":"https:\/\/ligonmedia.com\/create-original-tv-commercials\/","title":{"rendered":"CREATE ORIGINAL TV COMMERCIALS – THINK HARDER"},"content":{"rendered":"

[et_pb_section fb_built=”1″ admin_label=”section” _builder_version=”3.19.15″ custom_margin=”0px||” custom_padding=”10px||”][et_pb_row admin_label=”row” _builder_version=”3.0.48″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”4_4″ _builder_version=”3.0.47″][et_pb_text admin_label=”Text” _builder_version=”3.19.15″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”]<\/p>\n

I<\/span> have a sign on my wall I wrote\u00a0that\u00a0simply reads: “If it’s not original, think harder.”\u00a0 So if I ever make this suggestion: \u201cWe should mimic those ‘the most interesting man in the world’ commercials \u2013 it\u2019ll be good … and so\u00a0funny.\u201d\u00a0 You have my permission to slap me.\u00a0 The commercial will not be good nor funny, it will simply be bad.\u00a0 Really bad.\u00a0 I can’t stress enough\u00a0how bad it will be.\u00a0\u00a0Because unless you are really talented — you cannot, will not, and should not try and pull it off.\u00a0 You will fail.\u00a0 Miserably. And then have to face the embarrassment of these commercials on TV.<\/p>\n

Because I have seen way too many local commercials (and let’s be frank, late night national ones too) that are so terrible, I started a file on my computer entitled \u201cGod Awful Local Commercials.\u201d\u00a0 I haven\u2019t decided if I\u2019m going to contact these companies to let them know just how bad their commercials are.\u00a0 I suspect they already know.\u00a0 Maybe not.\u00a0 I\u2019m certainly not going to publically mention them here, although if you are familiar with local Sacramento TV commercials you might be able to figure out who I am referencing in some of my examples here.<\/p>\n

Let me state I don’t mean every local commercial falls into this category.\u00a0 There are a lot of good ones, but there are those that just leave me shaking my head wondering how someone could’ve created this and actually charged money.\u00a0 And how a client could have approved the concept when presented with it.<\/p>\n

In a nutshell\u00a0the problem with most local commercials is the people who create them or want them, have local mindsets.\u00a0 They are not thinking hard enough.\u00a0 Instead of creating something original, they take the easy way out and either 1) try and recreate something someone else has already done; or 2) try and recreate something they have already done.\u00a0 Oh, wait, those are basically the same. That’s because too often original thinking gets hijacked by doing the quick and easy.\u00a0I\u2019m going\u00a0to list\u00a0some clich\u00e9s and let’s\u00a0see how many of them seem familiar.<\/p>\n

[\/et_pb_text][et_pb_text border_radii=”on|9px|9px|9px|9px” box_shadow_style=”preset3″ _builder_version=”3.19.15″ border_width_all=”1px” custom_padding=”22px|21px|22px|21px” background_color=”#f2f6ff”]<\/p>\n

10 LOCAL COMMERCIAL CLICHES TO AVOID<\/span><\/h3>\n
    \n
  1. Someone (or more often a group) thanks the company or product the commercial is about. (i.e. a commercial for \u201cDave\u2019s Foot Odor Remover\u201d has someone at the end say \u201cThanks Dave\u2019s Foot Odor Remover!\u201d).<\/li>\n
  2. The owner\u2019s child is in the commercial for absolutely no reason at all.<\/li>\n
  3. There is a group shot of all the employees looking at the camera; half of whom probably don\u2019t work there anymore.<\/li>\n
  4. There\u2019s a dog in it for no reason\u00a0\u2013 and what’s worse, the dog is wearing sunglasses as dogs are wont to do.<\/li>\n
  5. A pitchman or two in sunglasses are talking back and forth to the camera with mindless banter, because, you know, they’re cool. (sunglasses tend to be a theme).<\/li>\n
  6. Four words: Hot Woman in Bikini \u2026 for absolutely no reason at all.<\/li>\n
  7. Show product. Dissolve. Show product. Dissolve. Show product. Dissolve - while voiceover reads unmemorable copy about company who produces said products.<\/li>\n
  8. The owner guarantees it \u2026 and we know he means it because he points to the camera when he says it.<\/li>\n
  9. The person on camera is talking directly to the camera … but his or her site line is off to the side because that’s where the cue cards are.\u00a0 And of course, cue cards are needed because the person speaking isn’t an actor and\u00a0has discovered after 50 takes that 10 words are too many to memorize.<\/li>\n
  10. The commercial is about how wonderful the establishment is and yet, all the photos or video show it empty.<\/li>\n<\/ol>\n

    [\/et_pb_text][et_pb_text _builder_version=”3.19.15″]I could go on and on and on …<\/p>\n

    So how do these commercials get produced?\u00a0 My guess is\u00a0because either a) someone makes films or has a camera and they think that automatically qualifies them to make a commercial;\u00a0 b) the commercial isn\u2019t what\u2019s important to the person producing it, selling the commercial or ad space is;\u00a0c) they just don\u2019t know any better or can\u2019t do any better; or d) budget constraints cause people to take the easy way out.<\/p>\n

    Writing, producing, directing and editing commercials isn’t as easy as writing any script and then pointing the camera and pressing record.\u00a0 Creating commercials, good commercials consistently, takes talented people.\u00a0 People who are schooled in the art of persuasion, argumentation, psychology, consumer behavior and branding strategies.\u00a0 And yes, creativity.\u00a0 Because after all, you want your commercial to stand out against the thousands of other messages your audiences are inundated with.<\/p>\n

    In the future, I’ll write about the creative process and some tips on making better commercials.\u00a0 But for now, here’s the most important tip I can give you:\u00a0\u00a0If\u00a0the person you are planning to hire to shoot your commercial never asks you this one basic question, do not hire them. The question: \u201cwho is your target audience?\u201d\u00a0You can’t create a commercial (or sales strategy,\u00a0brochure, or anything else marketing related) without knowing this one answer.\u00a0 And if they mention doing any of the 10\u00a0clich\u00e9s I\u00a0wrote about\u00a0above, say thank you, and seek creative help elsewhere.\u00a0 Unless of course it’s me; you should slap me first, then leave.[\/et_pb_text][et_pb_button button_url=”https:\/\/ligonmedia.com\/contact\/” button_text=”Contact Us” button_alignment=”center” admin_label=”Contact Button” _builder_version=”3.19.15″ custom_button=”on” button_text_color=”#dddddd” button_bg_color=”#2e3c6f” button_border_width=”1px” button_border_color=”#dddddd” button_border_radius=”10px” button_letter_spacing=”1px” button_font=”Droid Sans||||” button_icon=”%%75%%” button_icon_color=”#dddddd” button_rel=”on|off|off|off|off” box_shadow_style=”preset3″ background_layout=”dark” button_letter_spacing_hover=”0″ saved_tabs=”all” button_text_size__hover_enabled=”off” button_one_text_size__hover_enabled=”off” button_two_text_size__hover_enabled=”off” button_text_color__hover_enabled=”off” button_one_text_color__hover_enabled=”off” button_two_text_color__hover_enabled=”off” button_border_width__hover_enabled=”off” button_one_border_width__hover_enabled=”off” button_two_border_width__hover_enabled=”off” button_border_color__hover_enabled=”off” button_one_border_color__hover_enabled=”off” button_two_border_color__hover_enabled=”off” button_border_radius__hover_enabled=”off” button_one_border_radius__hover_enabled=”off” button_two_border_radius__hover_enabled=”off” button_letter_spacing__hover_enabled=”on” button_letter_spacing__hover=”0″ button_one_letter_spacing__hover_enabled=”off” button_two_letter_spacing__hover_enabled=”off” button_bg_color__hover_enabled=”off” button_one_bg_color__hover_enabled=”off” button_two_bg_color__hover_enabled=”off” button_text_size__hover=”null” button_one_text_size__hover=”null” button_two_text_size__hover=”null” button_text_color__hover=”null” button_one_text_color__hover=”null” button_two_text_color__hover=”null” button_border_width__hover=”null” button_one_border_width__hover=”null” button_two_border_width__hover=”null” button_border_color__hover=”null” button_one_border_color__hover=”null” button_two_border_color__hover=”null” button_border_radius__hover=”null” button_one_border_radius__hover=”null” button_two_border_radius__hover=”null” button_one_letter_spacing__hover=”null” button_two_letter_spacing__hover=”null” button_bg_color__hover=”null” button_one_bg_color__hover=”null” button_two_bg_color__hover=”null” global_module=”6763″][\/et_pb_button][et_pb_text _builder_version=”3.19.15″ border_width_all=”1px” border_width_right=”0px” border_width_bottom=”0px” border_width_left=”0px”]<\/p>\n

    If you like, share.\u00a0 If you don\u2019t like, don\u2019t share. \u00a0And if you\u2019re indifferent, then share or don\u2019t share, whatever.<\/em><\/p>\n

    [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

    I have a sign on my wall I wrote\u00a0that\u00a0simply reads:…<\/p>\n","protected":false},"author":2,"featured_media":2268,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"[dropcap]I[\/dropcap] have a sign on my wall I wrote\u00a0that\u00a0simply reads: \"If it's not original, think harder.\"\u00a0 So if I ever make this suggestion: \u201cWe should mimic those 'the most interesting man in the world' commercials \u2013 it\u2019ll be good ... and so\u00a0funny.\u201d\u00a0 You have my permission to slap me.\u00a0 The commercial will not be good nor funny, it will simply be bad.\u00a0 Really bad.\u00a0 I can't stress enough\u00a0how bad it will be.\u00a0\u00a0Because unless you are really talented -- you cannot, will not, and should not try and pull it off.\u00a0 You will fail.\u00a0 Miserably. And then have to face the embarrassment of these commercials on TV.\r\n\r\nBecause I have seen way too many local commercials (and let's be frank, late night national ones too) that are so terrible, I started a file on my computer entitled \u201cGod Awful Local Commercials.\u201d\u00a0 I haven\u2019t decided if I\u2019m going to contact these companies to let them know just how bad their commercials are.\u00a0 I suspect they already know.\u00a0 Maybe not.\u00a0 I\u2019m certainly not going to publically mention them here, although if you are familiar with local Sacramento TV commercials you might be able to figure out who I am referencing in some of my examples here.\r\n\r\nLet me state I don't mean every local commercial falls into this category.\u00a0 There are a lot of good ones, but there are those that just leave me shaking my head wondering how someone could've created this and actually charged money.\u00a0 And how a client could have approved the concept when presented with it.\r\n\r\nIn a nutshell\u00a0the problem with most local commercials is the people who create them or want them, have local mindsets.\u00a0 They are not thinking hard enough.\u00a0 Instead of creating something original, they take the easy way out and either 1) try and recreate something someone else has already done; or 2) try and recreate something they have already done.\u00a0 Oh, wait, those are basically the same. That's because too often original thinking gets hijacked by doing the quick and easy.\u00a0I\u2019m going\u00a0to list\u00a0some clich\u00e9s and let's\u00a0see how many of them seem familiar.\r\n\r\n[dropshadowbox align=\"center\" effect=\"lifted-both\" width=\"85%\" height=\"\" background_color=\"#ffffff\" border_width=\"1\" border_color=\"#dddddd\"\u00a0padding = \"20px\" margin = \"15px\"\u00a0]\r\n

    10 LOCAL COMMERCIAL CLICHES TO AVOID<\/span><\/h3>\r\n
      \r\n\t
    1. Someone (or more often a group) thanks the company or product the commercial is about. (i.e. a commercial for \u201cDave\u2019s Foot Odor Remover\u201d has someone at the end say \u201cThanks Dave\u2019s Foot Odor Remover!\u201d).<\/li>\r\n\t
    2. The owner\u2019s child is in the commercial for absolutely no reason at all.<\/li>\r\n\t
    3. There is a group shot of all the employees looking at the camera; half of whom probably don\u2019t work there anymore.<\/li>\r\n\t
    4. There\u2019s a dog in it for no reason\u00a0\u2013 and what's worse, the dog is wearing sunglasses as dogs are wont to do.<\/li>\r\n\t
    5. A pitchman or two in sunglasses are talking back and forth to the camera with mindless banter, because, you know, they're cool. (sunglasses tend to be a theme).<\/li>\r\n\t
    6. Four words: Hot Woman in Bikini \u2026 for absolutely no reason at all.<\/li>\r\n\t
    7. Show product. Dissolve. Show product. Dissolve. Show product. Dissolve - while voiceover reads unmemorable copy about company who produces said products.<\/li>\r\n\t
    8. The owner guarantees it \u2026 and we know he means it because he points to the camera when he says it.<\/li>\r\n\t
    9. The person on camera is talking directly to the camera ... but his or her site line is off to the side because that's where the cue cards are.\u00a0 And of course, cue cards are needed because the person speaking isn't an actor and\u00a0has discovered after 50 takes that 10 words are too many to memorize.<\/li>\r\n\t
    10. The commercial is about how wonderful the establishment is and yet, all the photos or video show it empty.<\/li>\r\n<\/ol>\r\n[\/dropshadowbox]\r\n\r\nI could go on and on and on ...\r\n\r\nSo how do these commercials get produced?\u00a0 My guess is\u00a0because either a) someone makes films or has a camera and they think that automatically qualifies them to make a commercial;\u00a0 b) the commercial isn\u2019t what\u2019s important to the person producing it, selling the commercial or ad space is;\u00a0c) they just don\u2019t know any better or can\u2019t do any better; or d) budget constraints cause people to take the easy way out.\r\n\r\nWriting, producing, directing and editing commercials isn't as easy as writing any script and then pointing the camera and pressing record.\u00a0 Creating commercials, good commercials consistently, takes talented people.\u00a0 People who are schooled in the art of persuasion, argumentation, psychology, consumer behavior and branding strategies.\u00a0 And yes, creativity.\u00a0 Because after all, you want your commercial to stand out against the thousands of other messages your audiences are inundated with.\r\n\r\nIn the future, I'll write about the creative process<\/a> and some tips on making better commercials.\u00a0 But for now, here's the most important tip I can give you:\u00a0\u00a0<\/em>If\u00a0the person you are planning to hire to shoot your commercial never asks you this one basic question, do not hire them. The question: \u201cwho is your target audience?\u201d\u00a0You can't create a commercial (or sales strategy,\u00a0brochure, or anything else marketing related) without knowing this one answer.\u00a0 And if they mention doing any of the 10\u00a0clich\u00e9s I\u00a0wrote about\u00a0above, say thank you, and seek creative help elsewhere.\u00a0 Unless of course it's me; you should slap me first, then leave.\r\n

      [button link=\"https:\/\/ligonmedia.com\/contact\/\" color=\"blue\"] Contact Us[\/button]<\/p>\r\n\r\n\r\n

      \r\n

      If you like, share.\u00a0 If you don\u2019t like, don\u2019t share. \u00a0And if you\u2019re indifferent, then share or don\u2019t share, whatever.<\/em><\/p>","_et_gb_content_width":"","footnotes":""},"categories":[4,18],"tags":[22,9,46,19,7,24,14],"yoast_head":"\nCREATE ORIGINAL TV COMMERCIALS - THINK HARDER<\/title>\n<meta name=\"description\" content=\"Cringe-worthy commercials are all too common on local TV. We discuss some problems with clich\u00e9 commercials and why it's important to go the original route.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ligonmedia.com\/create-original-tv-commercials\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CREATE ORIGINAL TV COMMERCIALS - THINK HARDER\" \/>\n<meta property=\"og:description\" content=\"Cringe-worthy commercials are all too common on local TV. We discuss some problems with clich\u00e9 commercials and why it's important to go the original route.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ligonmedia.com\/create-original-tv-commercials\/\" \/>\n<meta property=\"og:site_name\" content=\"Ligon Media\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ligon-Media-251098195144\/\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/pages\/Ligon-Media\/251098195144\" \/>\n<meta property=\"article:published_time\" content=\"2014-09-08T19:41:23+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-02-17T00:57:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ligonmedia.com\/wp-content\/uploads\/2014\/09\/badCommercial.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1276\" \/>\n\t<meta property=\"og:image:height\" content=\"712\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"David Ligon\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mediaLigon\" \/>\n<meta name=\"twitter:site\" content=\"@davidligon\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"David Ligon\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/ligonmedia.com\/create-original-tv-commercials\/\",\"url\":\"https:\/\/ligonmedia.com\/create-original-tv-commercials\/\",\"name\":\"CREATE ORIGINAL TV COMMERCIALS - THINK HARDER\",\"isPartOf\":{\"@id\":\"https:\/\/ligonmedia.com\/#website\"},\"datePublished\":\"2014-09-08T19:41:23+00:00\",\"dateModified\":\"2019-02-17T00:57:29+00:00\",\"author\":{\"@id\":\"https:\/\/ligonmedia.com\/#\/schema\/person\/bedee2e882e7ae4be4f2762b7f3a653d\"},\"description\":\"Cringe-worthy commercials are all too common on local TV. 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