Although each commercial should be unique, there are commonalities. It’s important to craft a catchy beginning to capture the viewer’s attention, doing so in a way that fits the company’s brand. A commercial video should contain a brief storyline and a call to action whether explicit or implied. Because of the short length, the storyline should be simple yet engaging, and the production level should be of the highest quality; lesser quality will reflect poorly on the brand and may well prevent the company from getting desired results.