And you're after sales, not Emmies. Television is a visual medium. Don' t think of it as a radio spot with pictures. Think of it as a visual story with a beginning, a middle and an end. Because over 70 percent of us mute the commercials with our remote zappers, if you're not telling your story and saying your name visually, you're not telling your story or saying your name at all.
Television is powered by an idea.
Forget the special effects, music, staging and lighting. First think of the idea. Once you have the idea, everything else will fall into place. Without the idea, your commercial has hardly any chance of success. Television is made fascinating by special effects.