How to concept for TV commercials that don't suck.

Tom McManus Associate Professor

How to get a concept

1. Start with the end line first (print ad) 2. Find a moment 3. Is there an idea in the strategy? 4. Create fiction and film it 5. Ask what if… (create a world) 6. A great image 7. Storytelling 8. Tropes 9. Belief 10. Experiment 11. A character 12. An insight 13. Truth 14. Archetypes

Start with the end line first (Print ad)

Find a moment

Is there an idea in the strategy?

Create a fiction and film it.

Ask what if…(create a world)

A great image

Storytelling

Tropes

Belief

Experiment

A character

Insight

Truth

Archetypes

Lover

Explorer

Tactical concept tools

1.Demonstration 2.The Stupid 3.Vernacular 4.Snowball 5.Collision 6.Red Herring

Demonstration

The Stupid

Vernacular

Snowball

Collision

Red Herring

Rather than a small idea with an enormous budget use a big idea that works with a simple budget.

How to concept for TV commercials that don't suck.

Tom McManus Associate Professor