The commercial connects heart and mind: the aim is to convey your brand values to viewers through the targeted use of emotion and storytelling and to lead them to a specific action – for example to like your brand (as sporty, innovative, relevant, generous, funny etc.) or to buy your product (visit your website, book a consultation, consider you next time they have a need etc.).
Hand up and eyes closed: how many commercials spring to mind?
Yes, we come up with about a dozen too. Why do we remember advertising so well? Because commercials stick in the memory, because they are (often) fun, and above all because they charge a brand with emotions and stories.
What is a commercial?
A “commercial” usually refers to the type of company film that advertises a specific product or business area (rather than presenting the whole company or offering a kind of chronicle or overview), with the direct goal of promoting and increasing sales.
The aim is to lead viewers to a specific action through the targeted use of emotion and storytelling – for example to like your brand (as sporty, innovative, relevant, generous, funny etc.) or to buy your product (visit your website, book a consultation, consider you next time they have a need etc.).
A commercial is on average 15–45 seconds long; in extreme cases only 5 seconds (you may have seen these within videos on Facebook or before YouTube videos) or 120 seconds (often used around the most expensive advertising platform of all, the Super Bowl).
The German term “Werbefilm” is, however, more of an umbrella term: it also covers TV/cinema spots (“Werbespots”) and promotional videos (“Werbevideos”).
A spot usually means a TV or cinema commercial, while a “promotional video” usually means a commercial purely for online or social media use. In German, “~video” often also subtly suggests a very cheap (sometimes amateurish) company film.
Spots can simply be used as TV or cinema advertising. In some cases, they can also be played on YouTube before videos on related topics.
Promotional videos, on the other hand, can be published directly on social media platforms such as Facebook, Twitter, Instagram & co. Unlike spots, you publish these promotional videos directly on your social media channels.
If you are interested in the different types of commercial and how they can be used, take a look at our free eBook on video marketing (in German). It contains not only many use cases and concepts from completed projects, but also insights into strategies for successful marketing.
What is a commercial?
A commercial is a marketing tool designed to lead viewers to a specific action for a product, service or company through the targeted use of emotion and storytelling.
As you might guess, there is – unfortunately – no general answer, because a commercial is less a fixed product than an individual service with countless adjustable factors that can make costs soar or keep them in check.
The easiest prices to understand are shooting costs (crew and equipment) and post-production (editing, animation, effects). But the idea and concept for these often original commercials are also paid for with up to five-figure sums, depending on expertise and idea.
The last big cost item for a commercial is fees and licence costs for actors, models, voice-over artists and music, made up of the day or project fee and the buy-out. The rule here: the less well known the performer, the lower the fee – from a few hundred euros a day for amateurs to – well, you have probably heard of the odd Hollywood fee.
You can find out more about calculating the return on your film here.
Should you use professional actors and voice-over artists?
Our answer in most cases: yes.
Celebrity voice-over artists (e.g. the German dubbing voices of film stars) are often not much more expensive than unknown ones. The big advantage is that well-known voices and faces can transfer the feelings associated with them to your brand. They also greatly increase the advertising value of your film.
Expert tip: always remember the buy-out for your commercial (the amount paid on top of the fee for the type of broadcast and use of the film). A full buy-out (“do-whatever-you-want-wherever-you-want-with-the-film”) can quickly send a production budget sky-high – and isn’t necessary if, for example, you only want to use the film on your website. A smart film production company negotiates exactly the buy-out that suits your intended use and your budget.
The job of a decent film production company is to strike the best possible balance between price and performance. Commercials may be magic, but of course we can’t work miracles. Even so, a reputable producer will always aim to reach a realistic goal on an appropriate budget – adjusting in one direction or the other, depending on whether a fixed budget ceiling or fully achieving your goal matters more to you.
A commercial (not to be confused with the classic corporate film) counts as advertising, i.e. sales promotion, and is therefore not only a marketing topic but also touches on sales, corporate communications & PR, and brand management or corporate identity.
So it definitely makes sense to involve decision-makers from all these departments when producing a commercial.
It makes just as much sense to involve your own brand or advertising agency (if you have one). If not, a marketing-savvy film production company is also able to integrate the commercial into your marketing.
The film production company that carries out the work can either be proposed by the agency or chosen by the company. So you can also name a favourite yourself whose work or team you particularly like.
How are tasks divided in a commercial production?
The tasks in a commercial production are divided as follows:
The agency usually develops the concept based on your overall marketing strategy and may already work out a visual style, a story or a claim.
The film production company then handles the production – from detailed script planning and the visual storyboard, through organising and carrying out the shoot including crew, actors, technology, location and props, to post-production with editing, colour grading, any visual effects, sound and finishing. Casting actors, models and voice-over artists is also the film production company’s job: it makes a shortlist for you and negotiates fees, buy-outs etc.
In any case, it is important that you have a productive, positive relationship with the people responsible.
Quality comes from creative, dynamic perspectives. High-quality lenses and 4K cameras ensure high quality on the technical side.
Presentation
Emotion and credibility present your brand at its best, pick up on your values and portray you in a modern, professional way.
Information
Creative scenes skilfully put your brand in the spotlight. The commercial always sees things through the eyes of the target group and gets into your brand quickly – it gets straight to the point.
Your commercial has a specific goal: brand awareness, sales, market penetration – broken down into KPIs such as clicks, viewing time, bounce rate and (purchase/inter)action. To achieve this goal, you have to reach viewers emotionally, ideally from the very first second. You have many ways to do this: professional and particularly well-known voice-over artists, exciting images or a gripping story. And depending on the medium, your commercial has to be structured differently. It’s best to discuss your goal and your options with your film production company or agency from the start.
Zahlenjongleure, Medienpioniere, Superhelden und Beautyqueens.
Das Pathfinder Studios Team besteht aus den besten Mediengestaltern, -managern und -kaufleuten ihrer Generation, liebt die Arbeit an Projekten, Medien und Strategien, aber bleibt lieber hinter den Kulissen.
Unser Durchschnittsalter liegt bei 27,3 Jahren (Bürohund ausgenommen), unser Durchschnitts-IQ bei 125 (Bürohund eingerechnet) und unser Fun Faktor bei 12 von 10 (Bürohund schläft gerade).
Zahlenjongleure, Medienpioniere, Superhelden und Beautyqueens.
Das Pathfinder Studios Team besteht aus den besten Mediengestaltern, -managern und -kaufleuten ihrer Generation, liebt die Arbeit an Projekten, Medien und Strategien, aber bleibt lieber hinter den Kulissen.
Unser Durchschnittsalter liegt bei 27,3 Jahren (Bürohund ausgenommen), unser Durchschnitts-IQ bei 125 (Bürohund eingerechnet) und unser Fun Faktor bei 12 von 10 (Bürohund schläft gerade).
mehr über das Team
