Successful commercials — that's their secret
Advertising films are the origin of all moving image formats. Every second counts — because every second costs money. And every second decides whether a brand is touched or overlooked. Here are our expert tips on how promotional films strengthen brands and provide real buying incentives.
On July 1, 1941, the first TV commercial film was broadcast in the USA — ten seconds for the watch brand Bulova. A lot has changed since then: platforms, target groups, viewing habits. But the essence remains the same — commercials must reach, surprise and convince people in the shortest possible time.
Legendary advertising guru David Ogilvy defined early on what constitutes good advertising: It should not be liked, but effective. His findings form the basis of successful commercial film productions to this day.
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7 tips for successful commercials
Even though a lot of time has passed since David Ogilvy — strong commercials still follow the same principles. They tell stories that stick. They hit the heart before they reach the mind and they make brands memorable.
If it doesn't sell, it's not creative
“If it doesn't sell, it isn't creative.”
Creativity for its own sake has no place in advertising. An advertising film can be emotional, loud, quiet or artistic — but it must always make a difference. It should reach people, awaken needs, trigger actions. Ogilvy's stance was uncompromising: A beautiful film without effect is not a success. A clearly defined goal always starts — only then does the presentation follow.
A strong message beats any gimmick
“You cannot bore people into buying your product. You can only interest them in buying it.”
An advertising film only has seconds to generate interest. If you put too many ideas into a commercial, you lose the audience. Ogilvy argued for simplicity — a strong idea, an emotion, a benefit. A successful commercial film is precise and to the point. The viewer should then know what the brand stands for — without having to explain it.
Emotions work — but only if they're real
“The consumer isn't a moron, she's your wife.”
Ogilvy demanded respect from the audience. If you want to win over people, you shouldn't underestimate them. Emotions are not an end in themselves, but a bridge between brand and people. Credibility is crucial: Only genuine feelings have an effect. An advertising film that touches does so because it remains truthful — not because it manipulates.
Storytelling is stronger than any slogan
“Tell the truth, but make the truth fascinating. ”
An advertising film thrives on stories. Ogilvy knew that facts alone are not convincing — stories do. A clear dramaturgy, a moment of surprise, a credible conclusion. A good film doesn't explain, but shows. It makes a brand come alive without loudly praising it.
Research, timing, and audience understanding
“Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.”
Successful commercials are based on knowledge. If you understand target groups, you will be more precise in terms of tone, timing and pace. Ogilvy combined creativity with analysis — and thus made advertising that worked. Good films don't come from gut feeling alone, but from insight.
Brand consistency is decisive for recognition
“Don't colorful. Aim out of the ballpark.”
An advertising film must do more than attract attention. It should strengthen brand values and create recognition. Visual language, music, voice and color are part of an identity that is repeated across many formats. If you want to stand out, you have to remain consistent — and clearly recognizable.
The last step counts: clear action, clear conclusion
Ogilvy was convinced that every advertisement needed a goal — a next step. An advertising film without a clear call to action fizzles out. Whether it's a purchase, a contact or a reminder: The viewer should know what needs to be done. A successful promotional film doesn't end with a logo, but with an invitation.
How do you produce eye-catching commercials?
A successful promotional film is the result of strategy, timing, craftsmanship and a clear understanding of what moves people.
At Blank Media, we follow David Ogilvy's principles — and think them further.
From the initial idea through concept, casting and production to publication, we think in terms of impact chains — strategic, creative, results-oriented. A good promotional film leaves an impression: visually, emotionally and measurably.
Blank Media Inside tips for effective commercials
Emotions, emotions, emotions
Cry, laugh, be amazed, think — the main thing is that the film triggers something. Only what touches remains.
A strong advertising film doesn't hit the head, but right in the heart. Emotions are the fastest connection between brand and people — and they are anchored in the memory even before the claim is uttered.
Whether it's moving music, a surprising twist or good storytelling: Emotion is the anchor that the brand sticks to.
Visual clarity and strong imagery
An advertising film doesn't win through overloading, but through focus.
Every image, every movement, every light tells something about the brand. The clearer the visual idea, the stronger the impact.
Brands that are visually consistent create trust — and trust is the currency for attention.
Whether with a minimalistic look, distinctive colors or characteristic camera settings: A recognizable style turns a movie into a brand experience.
Create contrasts
A film without contrasts remains flat. Tension is created through contrasts — visually, acoustically, narratively.
Light versus dark, loud versus quiet, fast versus slow. A change in rhythm, a break in expectation, a brief moment of silence can generate more attention than any effect explosion. The result is films that convey speed and depth at the same time.
Sending strong acoustically signals
Good sound design works before the brain consciously listens.
Distinctive sound images, concise voices, rhythmically used music or an unexpected acoustic moment — they all direct emotion and attention.
We develop audio tracks that not only accompany but also guide.
Because sound is invisible storytelling — it intensifies tension, gives images depth and gives a brand its unmistakable character.
Story first, format second
Every powerful campaign starts with a story.
It is not the format that determines the effect, but the story that carries it. An advertising film only works if it combines meaning, direction and emotion — regardless of whether it is shown on social media, in the cinema or on TV.
The story defines tonality, imagery, and tempo. The format is the container, not the content.
Only when the story is compelling can the channel multiply it.
Timing & rhythm
Attention is no accident — it comes from precise timing.
A film thrives on rhythm, on the balance of peace and movement, from moments of tension and relief.
A frame too long can brake. A cut too short can destroy emotion.
Timing is invisible dramaturgy.
It draws the eye, controls feelings and gives the story space to breathe.
If you master the timing, you transform the sequences of a commercial into experiences.
Authenticity through casting and performance
An advertising film is only as credible as the participants.
Whether an actor, an employee or a brand ambassador — it is crucial that the presence is right. No superimposed performance, no artificial emotion.
Real gestures, natural language, honest reactions — that creates connection.
We cast personalities, not faces. People who speak for the brand, not just about it. Because authenticity is the fastest way to trust — and trust is the foundation of every brand.
Advertising films that make an impact out of seconds
Let's find out together how your brand is convincing in seconds.
Blank Media develops advertising films that combine emotion, strategy and impact — for brand appearances that last.
