Define purpose and audience

How to create an ad so that viewers would like to watch it? In this text we will reveal this topic in as much detail as possible. Let’s immediately determine what is important for a good commercial: Understanding the goal. Why are you creating a video clip, which should be clear after watching? Do you want to sell a service / product or increase brand awareness? Understanding the archetype of your brand. Experienced companies know how to position themselves, so they don’t have a dissonance in advertising messages. Does your brand need to clearly understand who it is for the viewer, a caring mother, girlfriend, buddy or expert you can rely on? This is not the entire list of archetypes; you can read more about this in the specialized literature. For example, “Hero and rebel.

Creating a brand with archetypes »Margaret Mark, Carol Pearson. Who is your audience? Do you already have a portrait of your audience or are you selling to everyone right away? That is, no one in particular. An advertising video clip is about emotions, and if you try to like everything at once, then there will be no emotions, rather, on the contrary, the neutral “safe swamp”. Make a portrait of the audience, discuss it with your sales department, come up with a name, age and so on. Now you have an understanding of who you are, who the audience is, and what is your goal? You can already work with this to the creator or screenwriter.

We at edpit agency usually conduct such strategic sessions with the client. A particularly good way to get an audience to go incognito to where customers live is in a sales department or a store.

How to create a commercial

Create an interesting insight scenario

It is the analysis of the audience from the last section that will help to better understand how to interact with the audience. It can be both trivial and obvious things, such as that pensioners do not sit on YouTube, so advertising on TV is needed, as well as more interesting facts. For example, in communicating with adolescents, a person over 30 years old may discover interesting unfamiliar words from slang that it would be impossible to find out without leaving the computer. Knowing what the audience is interested in, you can more accurately understand how to create an ad to It was understood by your target audience.

This knowledge will help you more effectively work out options for creative scenarios and ideas. There are no trifles, any information can be useful, from the music that your audience listens to mobile applications and places where such people like to spend time.

Creative Example

Let’s say you know that your audience loves the music of artist “N”. You dig deeper and begin to study video clips, concerts, social networks of this artist. During such excavations, you can stumble upon interesting ideas and insights that resonate with the audience. Roughly speaking, you take your brand, add seasoning in the form of an interesting insight from the artist “N” and become a brand that is interested in the hobbies of its audience.

An emotional connection is formed between your brand and the audience, the viewer is as if thinking “this brand is the same as me, we have the same wave”. This is a primitive description of just one of the options for creating a creative, you can come up with and pick up dozens of recipes that will be appropriate for your specific case. A good idea is half the work, now it’s important to make a diamond out of our diamond. To control the comprehensibility and interestingness of the idea, you can use with such a list of questions: Is the story interesting from the first seconds? Will the essence be lost if you remove the beginning / middle / end of the story?

If you retell the idea of ​​an advertising video clip as a story, would it be interesting by ear? Would you have you watched such an advertisement yourself if it caught your eye?

Conduct training

When your story is polished, you can proceed to the selection of actors, locations, props and other things. Think over all the details including graphics and post-production, new nuances may need to be resolved. For example, a graphic designer may say that drawing a football stadium with spectators in 3D will be too long and expensive, and you will think about compromises. Prepare a team, create a storyboard, storyboard, see if your idea will be clear to the viewer. These main stages of preparation are distinguished: Selection of the director and operator. Casting of actors. Search for locations. Selection of props. Creating animations, counseling. Creating music and sound. Planning dates for filming.


The most important step when working on commercials is the preparation phase. The foundation in good creativity is the strategy that the brand will adhere to. Studying the audience and understanding brand positioning is the secret of how to create an ad.