The success of your TV commercial is directly related to its quality. Capturing people’s attention and obtaining a return on investment (ROI) is almost impossible unless you have a well-executed and marketed commercial. Consequently, we have written a blog to guide you in the production process (from scripting to final delivery). All the steps have been tested by our video production agency and proved to drive results. 

TV commercial production process

1. Define Your Goals 

Take enough time to evaluate which goals you want to achieve with your TV advert. TV advertisement production can be expensive, so it is important to have a goal in mind to avoid wasting your money. Some common objectives are to increase brand awareness, build brand trust or raise sales. 

After defining your goals, come up with ideas that will help you achieve those goals and choose one of them. 

TV Advert Define Goals
Defining goals for TV Advert to create a clear message

2. Script it Out 

Once you have your goals and idea clear, it is time to write a script to get the feel of the tone, pacing, and direction of your TV commercial. Be mindful that you have very limited time to capture your audience’s attention. Thus, make sure you get your message across as quickly as possible.

Best scripted adverts utilise both audio and video as they can catch the attention of a person located in another room (by audio) or that has the sound muted (through video). 

TV Commercial Script
Important to create scripts for TV adverts to create an impactful message.

3. Use Relevant Actors

If you are planning to put people in your commercial, put actors that are part of your target audience. It is the best way to go. A lot of TV commercials do great without having people in them but having a person in the advert humanises it. 

It is highly recommended that you go with a professional actor. However, if you are low on budget, you can use your friends or relatives. 

4. Get A Professional to Help

If none of your team members has filming and editing skills, we recommend you hire a professional TV commercial production company. They will help you edit, shoot and finalise your scripts. It is very important to partner up with a company that makes the process easy rather than a learning curve. Therefore, check their reviews and previous work before signing any contract to ensure the company aligns with your brand’s vision and values. 

TV Advert Professional
Behind the scenes of TV Advert shooting or video production and film crew team with camera equipment at an outdoor location.

5. Plan Your Shots

Plan all your shots thoroughly. You have to fit all the important shots within 30 seconds, so there is no time to waste. You might have a wide-out shot showcasing your product or service or a close-up featuring the main characteristics of your product.

6. Use Call to Actions

A call to action shows viewers which are the next steps they should take. They can be added at the end or throughout the video. Besides, they are key to encourage people to take action and therefore, obtain a return on investment (ROI). 

Call To Action TV
Having a call to action to clearly direct viewers to you services and website

7. Final Steps

Once produced, the TV commercial needs to be approved by Clearcast before publication. If it is approved and aired, you will have to look at the statistics from time to time to identify points for improvement. In addition, to maximise your investment, you can ask the video agency you hired for an online digital package to advertise the commercial across various social medial channels too. 


A great TV advert is created by being clear about the message you want to tell your audience. This needs to be scripted out so that it is clear and concise. It is also essential to use relevant actors that resemble your target audience for viewers to relate easily. To get the best results consult a professional TV commercial production company, they will guide you to plan your shots effectively. Finally, make sure to add CTA to generate sales leads, and follow the guidelines set by Clearcast for easy approval for your advert.

After reading this blog, you may have a better understanding of the production process behind a TV commercial. Should you have any doubt, do not hesitate to get in touch. 

Thank you for reading,