Why does one advertising spot become iconic and memorable, while another just irritates? More than once, viewers would rather switch the channel on the TV or change the website than watch it to the end. How do you succeed? Where is the line between success and absurdity?

Advertising is...a film! Admittedly much shorter, it has a different purpose and use. However, it is still a film and must be approached as such. Above all, an advertising spot has to advertise and promote a particular product, service or brand. It is time-limited, usually lasting around 30 seconds. And it is in this time that you have to establish a relationship with the viewer, encourage them to watch the ad, arouse their emotions and evoke certain reactions. How do you do this? What are the most common mistakes when producing an advert?

Above all, the storyline!

It is very important that a commercial, like a film, has a very well thought-out and interesting storyline. In both film and advertising scenario plays a very important role. It is the basis and starting point for all subsequent activities. Above all, the idea for the film and the entire storyline must, within such a short advertising period, arouse the viewer's interest, evoke the right emotions, be memorable and encourage action.

The scenario plays a very important role. It [...] is the basis and starting point for all subsequent activities.

Even though an advertising spot is only a few tens of seconds, a lot of attention and effort has to be put into an appropriate script. What's more! Many times, writing a storyline for a commercial is much more difficult than for a film! You have to include a beginning, a development and an ending in a short space of time. Of course, the advertising idea and the script must be relevant to the advertised product. You have to meet the requirements and what the audience wants, and at the same time intrigue, surprise them.

Technique and idea

Even a great script without good execution will not do the job of the entire commercial and will not guarantee success. The script must be accompanied by the right production technique, the idea for the scenes, the style. The commercial can be a real-life story where we clearly see the scheme: problem-solution or need-solution. It is also possible to show multiple uses of a product without specific problems. If the creators have a lot of experience, they can go completely in the direction of abstraction and fantastic, even absurd ideas to show the essence of the story. However, there is a fine line between interesting absurdity and overdoing form over substance and introducing cheesy chaos. This is why, when relying on creativity and innovation, you also need a good, professional and experienced team of creators.

Creative absurdity, fantasy and dynamism, or perhaps already tacky and incomprehensible chaos... There is a fine line between what can bring spectacular success or total failure.

Music, voiceover and special effects

It goes without saying how important sound is for a film, and thus also for an advertising spot. Music often defines the emotion, the character of a sceneIt boosts, but can also extinguish the essence of what is happening on screen. This also applies to special effects and every sound used in advertising, including the voiceover. This is why working on clear sound, choosing the right music and voiceover takes a relatively long time and a lot of work. However, it is worthwhile to give it the right amount of attention. Sometimes music can be the most expensive element in the production of a spot. It all depends on what we want to do, to achieve and what music to use. Sometimes it is worth taking the risk and investing because a good advertising spot pays for itself.

Crew and actors

Film or advertising... both projects are the work of people. Of course, a lot also depends on the right equipment. Nowadays, top quality is of paramount importance and viewers are already able to judge and catch the quality of what they see with a critical eye. However, it will be nothing like the best publicity and the best-equipped post-production studio if the crew members do not live up to their roles. Above all, the director and chief cameraman have the most responsible role. They must definitely be people who specialise in advertising. If the commercial is of a much more traditional nature, the filmmakers should also be specialists in that particular technique. The best film director can shoot average commercials. After all, these are definitely two different creations, and when assembling a team, you need to bear this in mind.

The most responsible role is that of the director and the main cameraman. They must definitely be people who specialise in advertising.

Also, choosing the right actors is very important, sometimes even strategic. Depending on the budget and the idea, these can be professional, recognisable actors. This way, the advert will already be perceived differently. We will look at the advertised product or service through the prism of liking, sometimes the role from which we most associate the actor. However, there is a risk that a well-known person may arouse extreme emotions and not everyone may be fond of them. Then even the best product is relegated to the background and stigmatised by an opinion about the actor.