A Client's Guide to
TV Commercial Creative
Creating a TV commercial is unlike any other form of visual advertising. In the UK, television advertising is one of the most tightly regulated formats in the world - largely due to legal standards that protect viewers and advertisers alike. This is a positive thing: it means your campaign will appear in a trusted, brand-safe, and substantiated environment.
That said, there are rules we must follow. These usually don’t hinder creativity but can affect how and when we say certain things. If you’re used to digital advertising, some of these restrictions might feel unusual. But they exist to maintain a consistent quality standard—and that ultimately reflects well on your brand.
What We Need From You
Before we begin any creative development, we ask all clients to answer 10 key questions (below). These help us understand your product, your audience, and any industry-specific nuances that may apply. Your responses form the foundation of our creative approach - they’re our campaign bible so the more detail, the better.
How We Work
Great creative work is built on collaboration. Our first major step is to share a script and storyboard. This gives you a clear sense of the creative direction and allows us to identify anything that might be flagged during the legal clearance process.
Our ideas are shaped by a combination of:
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The information you provide
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Audience insight from relevant TV channels
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Industry experience and campaign data
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Current creative and advertising trends
We approach every script, every frame, and every sound with intention. A TV spot doesn’t last long, so every second counts. We’re always happy to explain why we’ve made a creative choice, and we welcome your feedback throughout.
What Happens Next?
Once the script and storyboard are approved and cleared, we move into production. This might involve live action, animation, graphics, or a combination of elements. At this stage, the process becomes both time - and cost - intensive so it’s crucial that the storyboard is signed off accurately and completely before production begins.
Changes & Feedback
We provide a single round of minor post-production changes once the first draft is delivered. These might include:
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Adjusting music levels
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Moving a logo
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Tweaking transitions or onscreen text
However, larger-scale revisions - like requesting a new voiceover, changing the music entirely, or overhauling animations - will require additional studio time and incur extra costs. This isn’t a problem at all, but it’s important to be realistic about the time and cost implications of such requests.
For example, changing a voiceover may seem like a simple swap, but it requires time to:
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Audition new voices
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Book new sessions
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Pay for both the original and replacement artist (due to usage fees)
Nothing is ever off the table - but we value clarity and open dialogue to help manage expectations and timelines.
On Feedback by Committee
That said, we approach feedback by committee with caution. Creative decisions are inherently subjective, and group feedback – especially when it lacks a clear decision-maker – can lead to compromised ideas that try to satisfy everyone but ultimately satisfy no one. In our experience, the best results come when feedback is used to inform, not dictate.
What Does Your Advert Mean to the Viewer?
Make the Benefits Clear
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Every hard-won claim in a commercial must be translated into a clear benefit for the viewer.
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Features are important - but how do those features make someone feel better about their own life, or the life of someone they care about?
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If a viewer knows nothing about your brand and has never considered your product or service, how does your creative move them from inaction to positive action - in 30 seconds?
Every Second Counts
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Very few brands can afford awareness-only advertising. Even fewer can assume viewers will recognise the brand without seeing it.
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Every second of a commercial is valuable - treat it as prime real estate.
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From the very first frame, make it unmistakably your brand. Reinforce with your logo, brand colours, website, or strapline throughout.
A Strong Call to Action
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Brands spend significant sums building trust and goodwill across 30 seconds - and yet, that may not be enough to prompt action.
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Time and again, a compelling call-to-action is the final nudge that converts attention into response.
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What’s the final gesture that encourages action? A discount? A freebie? A prize draw? An exclusive event? A smart tool or calculator?
What Do You Have That Your Competitors Don’t?
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Are you part of a trusted organisation with a long-standing reputation?
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Does your brand stand for something bigger - ethics, sustainability, innovation, community?
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Do you support wider social causes or initiatives that align with your values?
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Do you have cultural relevance or a heritage that builds trust and emotional connection?
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If so, don’t underplay it. These elements can help create a meaningful point of difference in your campaign.
Real People with Real Experiences – Authenticity Is Everything
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If you have genuine customers or clients who’ve shared positive experiences - that’s gold.
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Real testimonials can't be faked, and audiences are highly attuned to authenticity.
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A bank of diverse, real-life stories is an asset that money can’t buy.
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Always ask: “How did it make you feel?” The emotional connection is often your most powerful creative tool.
Keep Each Commercial Simple – Run More Than One If Necessary
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Great commercials are simple, accessible, and unambiguous. Attention spans are short.
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If you’re trying to say too much, split the campaign. Don’t clutter one ad - run multiple versions.
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Modern media channels allow flexibility in targeting - it doesn't cost more to tailor versions to different audiences.
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A younger streaming audience might respond to different language, visuals, and offers than a more traditional broadcast audience. Segment accordingly.
Our Creative Checklist
1) Originality
The idea should be fresh and innovative, standing out from other advertisements in the same space.
2) Relevance
The idea should resonate with the target audience and effectively communicate the brand's message.
3) Emotional Appeal
A great idea should evoke strong emotions that connect viewers to the brand or product.
4) Memorability
A successful commercial leaves a lasting impression on viewers.
5) Simplicity
A great idea is often simple and easy to understand.
6) Visual And Aural Impact
Use compelling visuals, catchy music, and memorable slogans.
7) Alignment With Brand Identity
Reflect the brand’s identity, values, and personality.
8) Call To Action
Include a clear call to action prompting viewers to engage with the brand.
