TV Commercials
Thirty seconds to say something that sticks. Millions have been made, few remembered. It's not really about production value, it's about genius ideas.
TV advertising has changed, and in many ways for the better -- connected TV, addressable targeting, streaming pre-rolls. But the fundamental challenge hasn't: you've got a few seconds to earn someone's attention, and to do that in a way that really works, you need lateral thinking
Targeted Credibility
It's true... TV advertising isn't what it used to be. But arguably, in many ways, it's better.
Yes, there was a moment when it looked like the TV ad was finished — a relic of a pre-streaming world. But then Amazon and Netflix etc. started running ads again, and something interesting happened. Not only did TV advertising come back, it came back with a capability it never had before: internet-level demographic targeting.
You no longer need to hope your customers happen to be watching the same show at the same time. Wherever they are, whatever they're streaming on, your ad finds them — targeted by age, location, behaviour, income, interest. All the credibility and weight that TV advertising has always carried, now with the precision of digital.
That combination is powerful. If you want to play in the big leagues, TVC remains the most commanding way to do it.
How we work
Like everything we do, it starts with a conversation. We need a clear idea of what you actually want to achieve — whether that's driving traffic, growing a following, selling more product, fixing a positioning problem, or getting more people through the door. We always want to know: what do we want who to do?
We also need to know you. The tone, the look, the feel of the piece should come from somewhere authentic to your brand — and understanding how you see yourselves makes everything that follows sharper.
From there we set a budget and timeframe, then get to work on ideas. Wether you've got something in mind or starting from scratch, we'll bring you a range — from bold and unexpected through to safe and solid — all tailored to your brief and what you can spend.
And fair warning: we wouldn't be Plucky if we didn't push you a little. Expect us to make the case for the unconventional option.
Concept is king.
The truth is virtually no one looks forward to the adverts. They're something many people actually pay good money to avoid, and every commercial break has those who don't considering whether they really should.
So much of TV advertising is just plain awful. Cheesy. Ernest. Transparently virtue signally. Hyperbolic. Just visual rubbish you feel is being inflicted on you against your will. And look, this does sometimes work. If you're goal is simply to get your brand into people's minds when they're next shopping for toilet bleach, or car insurance, then annoying them can be a great tool for keeping your brand front of mind (*cough* Compare the Meerkat *cough* Cilit Bang *cough*).
But for brands looking to really endear their customers to them, there are fantastic exceptions. Should have gone to Specsavers, Cadbury's Phil Collins, John West Bear Fight, spring to mind. These ads are enjoyable to watch. They're creative, and fun, and leave a good taste in the mouth.
So when you're thinking of your next tv ad, please don't let the CFO and the sales team have too much sway. Be prepared to sit down and crunch through every bad idea possible, because sometimes, a bad idea can be so bad it's good!
TV ads come in all shapes and sizes...
...see!