Set the scene quickly. Unless there’s a reason to keep the listener guessing where the commercial is taking place, set the scene as quickly as you can (it will help the listener to imagine the situation straight away,… Read More

The final twist. The approach of ‘sending a person in one way then pulling the rug from under them’ is a perfect, popular technique in TV commercials. In fact, it’ a tried and tested method. Advertising Concept Book… Read More

Start with a press ad, then blow it up… and it’s a poster! Stick it in an envelope…and it’s direct mail! Film it… and it’s a TV ad! Animate it… and it’s interactive!… Advertising Concept Book (Second Edition) by… Read More

The flavor of the month will date a commercial quickly, and generally over-used actors might not make your commercial sound distinguishable. Use a voice that’s memorable, but don’t just think of the obvious actors: it will help to… Read More