ASSIGNMENT 21.1

N G U Y E N B A L O CN G U Y E N N G O C T R A M

HOW TO MAKE A TVC

WHAT IS TVC? TVC’s ROLEs TVC’s PRINCIPLEs

Television Commercial (TVC)is a form of advertising inwhich goods, service,organizations, ideas, etc. arepromoted via the medium oftelevision

In VN, TVC’s popular durationis 30s, 45s.

WHAT IS TVC? TVC’s ROLEs TVC’s PRINCIPLEs

INTRODUCE A PRODUCT/

SERVICE

CONVINCE PEOPLE SWITCH

PRODUCT/ SERVICE

REMIND THE EXISTENCE

OF A PRODUCT/

SERVICE

WHAT IS TVC? TVC’s ROLEs TVC’s PRINCIPLEs

Key Message

Single Minded

Unique

Purchase Intention

Branding

TVC PRODUCTION MAPPING

Mapped By Parties & Scope of work

CLIENTADVERTISING

AGENCYPRODUCTION

HOUSEMEDIA CONSUMER

ADVERTISING BRIEF

CREATIVE BRIEF

CONCEPT

PRODUCTION PITCHING

PRODUCTIONCENSORSHIP &

PUPLISING

CSM TEST

JUST ENJOY THE SHOW!

STEP 1: CLIENT BRIEF ADVERTISING AGENCY

Client to Agency

CLIENTADVERTISINGAGENCY

Brief

Re-Brief(Optional)

CLIENT BRIEF USUALLY CONSISTS OF:• Project Background

- Overall Review- Project Detailed Objectives

• Overall Landscape- Target Audience ( with consumer insight)- Holistic Plan- Role/ Objectives of Advertising

• Message to deliver- Campaign Big Idea/ Communication Big Idea- Key Message (optional, agency can be requested by client)- Reason To Believe

STEP 1: CLIENT BRIEF ADVERTISING AGENCY

Client Brief Template

• Scope of work• Timing & Budget• Expected Outcomes• Pitching Selection Criteria (if any pitching)• Available Material for reference

STEP 2: CONCEPT DEVELOPMENT

IdeationAccount & Creative Director

Art DirectorCopywriter

Artists/ Designers

The Client

Creative Team

Creative Brief

Concept idea presentation(Script, Storyboards,

storylines, KV,…)

Account & Creative Director

Approve thestoryboard

Test Consumer with Stillomatic

STEP 2: CONCEPT DEVELOPMENT

Examples

Storyboard

STEP 3: PRODUCTION

Agency toProduction House

Stages of Production

Choose a PH from pitching

STEP 3: PRODUCTION

Stage 1: Pre-Production

1st Pre Production1st Pre Production

Meeting (PPM)2nd PPM

Final PPM

The Ad Agency +PH + Animator (ifneeded) + Clientdiscuss and decidewhat have to bedone

Ad Agency, PH, Client discuss: • Shooting board & music tone• Casting Talent• Production Schedule &

Quotation• Property & Wardrobe• Location

Revised option as Ad Agency or Client’s feedback Confirm

Talent confirm & contract

3 Parties have all the things available: properties, product materials,…

Signed contract with 50% paid

STEP 3: PRODUCTION

Shooting Board Sample

Shooting Board isdifferent fromStoryboard, it ismade by Director,with his art &technique-approach-recommendation,which is the mostclose to the finalTVC

STEP 3: PRODUCTION

Stage 2:Production - Shooting

Structure of Production team

STEP 3: PRODUCTION

Production Examples

Shooting at location

STEP 3: PRODUCTION

Stage 3:Post-Production

Editing: OFFLINE

Computer graphic

Focus group checking Final mix: Voice record, music

ONLINE approval: final presentation

Client approved

Client approved

Client approved

MASTER

STEP 4: CENSORSHIP & PUBLISHING

Client get through Government & Media to Consumer

GOVERNMENT MEDIA

TV Outdoor screenSubmit final

storyboard to get ad-license after 10 days

DUBBING

Dub the DVD or

Betacamtape

STEP 4: CENSORSHIP & PUBLISHING

ExamplesFinal Storyboard that get censored

ON AIR!

Main Reference: http://www.slideshare.net/fuboto/tvc-production-process