What is it that makes for a great TV advert? How do advertisers create ads that really work? We delve into the world of advertising to see what it is that makes some ads better than others.

Memorable

The best adverts are always memorable And if you think about the adverts that stick out for you, you’ll no doubt remember the brand, which is why making memorable ads works.

The most memorable ads are those that did something no one has ever done before, or those that are built on an unforgettable narrative. A memorable ad will be turned into a meme and it might be parodied or copied for years to come. The very best ones are remembered not just for years, but for decades.

Emotional

Great ads invoke emotions in the audience – make them laugh, make them cry, make them feel nostalgic…it doesn’t matter what they feel, but they need to feel something. A TV ad that pulls on emotional heartstrings will always have more impact than one that doesn’t.

Clear

Most importantly perhaps, the message needs clarity. There’s no point in making the viewer feel happy if there’s no clear message. And a jumbled, unclear, contradictory, or hidden message will not do your brand any favours. The viewer should understand exactly what you’re trying to say, even if you haven’t spelled it out for them.

Production Values

A TV ad must have high production values to be good. This includes everything from the set, the actors, the script, the camera work and the edit. A cheap-looking advert will never be a successful one.

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A good TV advert will be memorable, emotional, high in quality, and have a very clear message. A great advert will even stay in the minds of audiences for many years.