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TVC advertising is an abbreviation for (Television Commercials). A type of advertising using images, introducing commercial products, or an event that is broadcast on a television system. TVC advertising is often broadcast by stations before, in the middle or after the main content of a program. This type of advertising always has a wide reach, diverse audience and is not bound by space, time or geographical distance.

TVC can carry content about a story of a certain character, usually famous people, or influential people in society, they share about their experiences with the product. Or it can be images that evoke charm, images that promote human values ​​such as family, community… or simply it is just a product built on special effects.

Online advertising – TVC Online

Unlike TVC Ads, TVC online is an advertisement that appears on websites or social networks. This type of advertising is not limited in broadcasting time and the cost is not too high compared to TVC Ads. In addition, businesses can also choose to focus on the target customer group they want.

Recruitment advertising

This type of advertising is true to its name, it is designed to be produced with the main purpose of introducing the business and the benefits of employees when working in that business. This is also a type of TVC advertising the policies and benefits of the business to attract and attract talented people.

Internal communication TVC advertising

This is a type of advertising to convey messages and highlight the cultural values ​​of each business. This type of advertising is often the statements of leaders to increase persuasion and trust.

3D Advertising

If you understand what TVC is, you will definitely know that this is a form of advertising produced in 3D format to help the image attract and be vivid. This is a type of video that creates a realistic feeling and helps to quickly impact viewers. This type is often chosen as an advertising video for customer review content and it is a demonstration to share the value of the business with customers.

TVC helps businesses easily promote their image to a wider audience.

TVC helps promote the business’s products to customers and consumers.

TVC also helps build and strengthen the brand’s image in the eyes of customers.

TVC also helps create a potential market with many customers through television viewers.

TVC advertising is to convince customers, and the advertising creation process is the process of convincing customers. To create an effective TVC advertisement, you must first understand what TVC is? and need to grasp the following basic steps:

• Collect customer data (Client)
• Create script ideas (Concept)
• Write literary scripts (Crips idea)
• Write scripts with illustrations
• Choose actors (Casting)
• Pre-production
• Post-production
• Export finished products to customers

Step 1: PRE-PRODUCTION, TVC IDEA DEVELOPMENT

Brief

Each different video is created with different intentions and purposes. Therefore, to have consistency when working between different units, there must be required content, called Brief. And usually, the customer will provide the agency with necessary information about the product, service, communication goals so that the Agency can fully and clearly understand the customer’s requirements in the campaign or TVC that needs to be implemented

Concept

After receiving the Brief from the customer, the Agency will discuss and come up with the main ideas suitable for the advertising campaign. This step seems like a few simple bullet points but it takes a lot of effort from the Agency to find an idea in 30 seconds that fully meets the customer’s wishes. And the result of this part is: 1 Concept idea.

Step 2: PRE-PRODUCTION OF TVC (PRE-PRODUCTION)

After the concept meets the customer’s requirements for content, the Production House will begin to participate in the pre-production process and carry out the preparation steps for effective and optimal production. In addition, film production is costly, so before production, the EKIP needs to unify and conduct research in advance, including:

Choosing the setting

Vietnam’s landscape stretching from North to South with captivating scenes is always a huge source of data for filmmakers to choose and search for on screen. However, we can only put 15s – 60s of images in a TVC advertisement, so choosing the setting needs to be carefully selected and surveyed before filming.

Preparing Props

Unique props always contribute to making the setting more unique and interesting. Or sometimes it is difficult to choose the desired setting so designers often have to produce and create props.

For example, a TVC advertising Tet has a North – Central – South setting, but due to many factors affecting time, cost, and personnel, the producer can come up with a plan to film different regions right in Hanoi. At that time, the filmmakers need to find items typical of the 3 regions to redecorate the house so that the space has its own cultural features and creates a sense of closeness to the viewer.

Costumes

Clothes, costumes, and accessories, which seem simple and not too necessary, are actually one of the factors that create the visual success of a TVC. Different costumes, clothes, dresses, and accessories can express different personalities, cultures, ages, and unique shapes. Help the TVC have highlights and create an impression on the viewer.

For example, it is still the ao dai costume for the character of a woman in the 90s style, but if the TVC wants to target the Northern audience and carry the typical culture of the Northern people, you can choose the traditional ao dai, white shirt, collar, … But if the product focuses on showing on TV channels and media in the South, the producer must ask the Costume team to prepare a dotted ao dai with a turban to portray the personality of “Miss Saigon”, for example.

Casting / Casting

Find actors or representative characters (KOLs) that match the personality and appearance of the characters in the TVC. Besides actors with suitable faces and appearances, some brands often choose to use celebrities to attract their fans to use the product.

Storyboard, Commentary, Storyboard, Shooting board

From the selected Concept, more detailed content about the plot and content of each scene will be completed, called Storyboard. And from this detailed script, it will be converted into drawings, also known as Storyboard so that the Client and the film crew can easily imagine what the final frames will look like when filming. -> The result of this part is: Shooting board

Step 3: TVC PRODUCTION (PRODUCTION)

To be able to realize the content from the script or StoryBoard created in the previous stages, the Producer needs to organize a Team consisting of many departments, in charge of different tasks to proceed with TVC production.

Let’s learn more about the professional teams in the filmmaking EKIP!

Production organization: Executive Producer (Producer), Producer, Production Manager.

These are the people with the highest responsibilities and positions in the film crew. Producers are responsible for general coordination for all teams in the TVC advertising production process including: Ideas, production, post-production. In addition, they also take on the role of budget management, contacting each department, actors, logistics, and scheduling in the film crew. Although they are not the ones who directly do the artistic work, experienced producers always play an effective role, helping the teams in the film crew coordinate well and realize the Agency’s desired intentions.

Director team: Director, Assistant Director, Studio Secretary…

The Director directs the acting and breathes life into the actors to help them get into character and create attractive scenes. Unlike movies, in TVCs, the creativity of the Director in particular and the Team in general needs to be within the framework to match the communication message of the campaign. Depending on each idea in the commercial, sometimes the Production House can invite different directors.

For example, there are directors with a lot of experience making romantic films, directors who specialize in thrilling action scenes, directors who specialize in producing music videos and are knowledgeable about choreography and music…

Art team:

Art director, Set Decorator, Prop Maker, Stylist, Makeup and Hairstyling…

Details create class, the meticulousness in every small element in Fine Arts such as style, culture, props, hairstyles, makeup all contribute to the quality of the film. With the creative hands of the artist, we can see European street corners, French-style cafes, or majestic palaces on film that are completely set in Vietnam. Or scenes that cannot exist in real life such as a Hanoi of the war years or the old romantic Saigon are restored by Artists and Set Builders to help viewers relive the distant times.

Film crew: Director of photography (DOP), Cameraman (CamOp), Focus

Director of photography (DOP) is the person who controls the frame and lighting of a film. The same subject but with different camera angles and movements makes the film more realistic and attractive.

Lighting crew: Gaffer (lighting director), lighting technique

In the process of making a film, the time and weather factors are not always favorable and as desired in the script. Filmmakers often have to create fake weather elements such as: fake sun, fake moon, filming day and night, filming night and day, etc. Thanks to that, we can easily see poetic scenes such as the Sun spreading on the roads, or the sunset scenes, or the fake moonlight on the shimmering lake surface can all be realized at any time thanks to the support of lighting equipment.

Technical team: Grip, Dolly -Ray, Boom – Crane, Flycam, Steadicam

Some scenes require unique camera movements that require auxiliary equipment: From rudimentary push rail devices to control Robot devices, 13m Boom, Timelapse devices, anti-shake devices such as Stedadicam, Gimbal System… Depending on the different film budgets, the crew can choose suitable equipment.

Modern equipment contributes to the effectiveness, but the technicians are the silent people behind the scenes who contribute to the speed and coordination of the music during the process -> The result of this part is: Raw footage.

Step 4: TVC POST-PRODUCTION

Offline Film Editing (Draft Editing)

Film editing is the process of telling a story through images. When placing separate scenes next to each other, it makes the audience feel and understand the content that businesses and advertising consultants send.

Effects

Visual Effects help create amazing creative images that are not available or difficult to do in real life. For example, Fire, Explosion, Break, Tornado, Storm Effects, … or to save the cost of moving to too many places, filmmakers do it right in the Studio with Greenscreen effects and then use effects software to combine the background.

3D/2D Animation

Some commercials often use animated images as representative characters such as Vinamilk’s cow or Comfort’s Cloth Man… These characters require the talent of 3D animators or 2D Animation.

Post-production, color correction

Colors bring viewers many emotions and bring interesting things. Each brand chooses its own characteristic colors to create its own style suitable for the brand. For example: The clear white tone in skin cream advertisements, or the bright colors in brands for children, the gentle and feminine purple-pink tone in brands for women…

Voiceover

Images and sounds blend together inseparably to create an attractive TVC. Sometimes consumers are not completely focused on watching on the screen, they can listen to advertising messages. An attractive voiceover helps advertising messages reach consumers more easily.

Music

Music plays an important role in human life, especially for children. For brands for children: Easy-to-remember, easy-to-remember songs will become the most powerful means to help children remember the songs in the commercial. From there, consumers will remember and love the brand in the most natural way. After the film editing process combining: Raw film, Color adjustment, Animation, Voiceover, Music… we get the final version. -> Result of this part: Online version. (Final version)

Step 5: RELEASE

The last step of the TVC production process is Release.

– The video is transferred to the channels: VTV, HTV, TVAD, …
– The video is distributed on websites, Social networks such as: Facebook, Youtube