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How to get a TV commercial right – or at least make it inoffensive

In the past few months, my TV commercial Bullsh*t Detector has been working overtime. The commercials have been like “little girl who had a little curl right in the middle of her forehead. When she was good she was very good, and when she was bad she was horrid.” Some have been good, or at least inoffensive, because the producers avoided basic, stupid mistakes. Some have been horrid, repetitiously horrid, because, despite seemingly high production values, they got something simple, like the jingle, wrong. You can spend any amount of money on filming a commercial and still have a dud product because of just one thing. If you are going to fork out good money, dearest client, you’d better make certain your agency gets ALL the basics right; concept, design, actors, script, music, product tie-in, etc., otherwise you will regret the expenditure. Read the whole (tetchy) critique here.

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