Yep, Ogilvy again. I love the guy - his book, 'Ogilvy On Advertising', never fails to inspire me. Pick it up, open up any page, and you're likely to find gold. Here are his 14 tips to produce great TV Commercials. Although this book was written in 1983, through the lens of advertising in the 60s and '70s, much of this advice still holds up today and even extends to channels like TikTok and Youtube.

1. Brand identification

Research shows that a huge % of viewers remember ads, but forget the name of the brand. Even worse, some viewers attribute commercials to competing brands. Use the brand name within the first 10 seconds - teach people your name on television.

2. Show the package

Ads that show the package are more effective in changing brand preference than ads that don't.

3. Food in motion

Advertising a food product? Show the food in motion - being poured, being smeared, being cooked - it sells better.

4. Close-ups

If your product is the hero of the commercial, use close-ups.

5. Open with fire

You've got 30 seconds to grab your viewer's attention (in this day and age, that might even be generous). When you advertise fire-extinguishers, open with the fire.

6. Sound effects

If you sell sausages, let the viewers hear them sizzling in the pan. Sturdy car doors? Let them hear the door get shut.

7. Voice-over or on-camera?

Research shows that it's more difficult to hold an audience's attention with a voice-over. Lean towards speaking on-camera instead.

8. Supers

Aka superimposed text. Reinforce your strongest promise or claim with superimposed text, but make sure the words are exactly the same as the spoken words in the ad.

9. Avoid visual banality

People are exposed to tens of thousands of ads, every year. Show your viewers something they have never seen before if you want them to pay attention.

10. Changes of scene

On average, ads with a high amount of scene changes are below average in changing brand preference.

11. Mnemonics

Mnemonics - a system such as a pattern of letters, ideas, or associations which assists in remembering something.

Use them.

12. Show the product in use

Show the product in use, and more importantly, the end result of using it (if possible).

13. Everything is possible on TV

The only limit is your imagination.

14. Miscomprehension

Make your ads crystal clear - most ads aren't clearly understood by as many as 40% of viewers.

All credit goes to David Ogilvy, and his magnificent book, Ogilvy On Advertising.