The second thing you have to understand is that you should produce your commercial on film, not videotape, not on digital video cameras, not on the latest gimmick promoted by your local television or cable station. Their job is to get you on the air by hook or by crook. Your job is to get you on the air in a way that will drive potential customers into your store so you can sell them. Sure, film costs more but it gives you the look and feel you need to get the public to respond. Film is a dimensional medium that has peaks and valleys to absorb the light, color and texture you need to present.
Tape is flat.
It is hard. It does not absorb. Tape is realism, with all of the shades of black and white. Film is colorful, friendly, warm, responsive. Fabrics rise, colors pop, finishes look the way the manufacturer intended.