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Why Television Adverts Still Matter

Last week we secured the green-light to produce a fully-fledged TV Advert for the NHS. This was incredible news for everyone on the team, but it also got me thinking: why are we, and all the creative agencies like us, so determined to get an advert on TV? The average person's attention has rapidly moved to other platforms, especially so when young people are concerned; but there's still something incredibly powerful about advertising on TV that decades of change have yet to undo. Below are a few reasons why the allure and prestige of the TV Advert has stayed strong and why its unlikely to fade away anytime soon.

The History

Cadbury's I can boogie advert

Talk to anyone who grew up with a TV in the living room and they're bound to have an advert that they fondly remember. The best part, too, is that there are so many that spring to people's minds -- covering a vast field of different products and industries. Outside of the cinema world, the silver screen is perhaps the only other place with such a rich visual history -- full of iconic characters, groundbreaking films, and mesmerising sights.

It's no accident that the Cannes film festival, the cinema industry's taste-setting annual event, is accompanied by the Cannes Lions festival; where the best film adverts are awarded for their success in connecting with audiences. Perhaps the reason why creative agencies are still so determined to put a film on television is that its become a tried and tested space where greatness has been achieved -- a space where amazing stuff happens.

The Calibre

Apple's 1984 TV advert directed by Ridley Scott

More than just sharing the cinema industry's rich history, television advertising has become a space where filmmakers flex their creative muscles and play around with big ideas. The time limited format demands that these artists pack heaps of meaning into each second of the film -- providing a welcome change of pace from the huge time commitments involved in producing a feature film.

We're not just talking about your average filmmakers, either. Ridley Scott, Wes Anderson, David Lynch, David Fincher, Spike Jonze, Michael Bay and Sergio Leone have blessed TV screens with their creative flair. Some of them, like Scott, even started in television advertising before moving to feature films. It's no wonder, in light of the talented voices involved, that television adverts have become their own art form. And, going forward, I wouldn't be surprised if new voices continue to push the medium forward.

The Alternative

An old 1970's TV

Can you name your favourite Facebook advert? How about your most beloved leaflet? We are firm believers that digital marketing is an incredible way to connect with audiences, but we're also very aware of the fact that there's something about film that reaches audiences in a truly unbeatable way; especially compared to the other options out there.

Think about just how much advertising and marketing have changed in the past 30 years with the ascendency of the internet and social media. Rather than sink under these alternatives, television adverts have adapted. A great deal of social media film content, for example, is simply re-edited TV adverts. And amongst a sea of never-ending content across a variant of platforms vying for your attention, short advertising films remain a steady, reliable, and innovative format that never loses focus. Other mediums have their strengths, but, at the end of the day, film inspires and engages in a way that simply can't be understated. The television advert, as far as we can see, isn't going anywhere.

Get Involved

A film crew making a film

Despite the big names and big brands discussed in this blog, television adverts are incredibly useful for businesses of all shapes and sizes; and across all kinds of industries. Through our in-house video production team, led by a Creative Director with over a decade of video production experience, we can work with you to create a powerful film.

Interested? head over to our contact page to reach us through email, a phone call, or our easy-to-use contact form. We would absolutely love to hear from you.

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