Creating a TV commercial is an intricate, multi-step process that requires precision, creativity, and compliance with industry regulations.
For the World of Santa project—a personalised festive experience for children—our goal was to produce a 30-second ad that captured hearts while being sensitive to the presence of young audiences. A bit of context beforehand though.
The Background
Back in 2023 we were chosen as the production company to bring to life the vision of the World of Santa team. A 20 minute movie that parents purchase for their kids which, through some clever tech, personalises the journey for each child. A wonderful gift to give to kids and for those that still believe (sorry if I spoiled the magic for anyone reading) a wonderful feeling that they get to enter Santa’s world and help him to save Christmas!
It was a gruelling schedule – shooting two year’s worth of films across thirteen days in a 11th century barn in St Albans, 5am start and home at 10pm every day, nine crew, lots of cast and two badly behaved reindeer that we needed to make look like six reindeer! Oh…it was also -2 degrees in the barn every day – weirdly 2 degrees colder than outside!
World of Santa Product Showreel
Well following on from this they asked us to produce the TVC for them which we did in September, October and November 2024 ready for airing in December. Below is an overview of the stages involved in creating a professional TV advert.
The TVC Process
1. Developing the Creative Concept
This is where ideas take flight. We began by brainstorming a narrative to generate an emotional connection, similar to iconic John Lewis Christmas ads. The concept needed to appeal to parents, intrigue children, and ensure it remained abstract enough not to challenge parental explanations about Santa. Once agreed, the creative formed the backbone of the ad.
2. Contacting Broadcasters and Booking Slots
The next step was securing ad space. In the UK, broadcasters like ITV and Sky offer pricing based on several factors:
- Target demographic: The more specific, the higher the cost.
- Region: National campaigns cost more than regional ones.
- Type of TV: Linear TV is priced differently than Video on Demand (VOD) services like ITVX or Sky AdSmart.
We worked with both ITV and Sky for this campaign, optimising for cost and reach.
3. Crafting the Script
TV commercials typically adhere to multiples of 10 seconds, with 30 seconds being the most common length. The World of Santa script was carefully written to convey the story while including subtle calls to action for parents to visit the website.
4. Storyboarding
The storyboard is a visual plan for the ad, essential for aligning client expectations and securing Clearcast approval. Each scene, angle, and action was mapped out, ensuring the narrative was clear and visually engaging.
5. Submitting to Clearcast
Clearcast, an organisation funded by broadcasters, ensures ads meet UK advertising standards. They review the script and storyboard to prevent misleading or inappropriate content. Clearcast approval is non-negotiable for airing ads on TV.
6. Casting (Including Child Actors)
Casting children involves stringent regulations:
- Local authority licenses: Essential for child performers.
- School permissions: Absences must be authorised.
- Chaperones and welfare: A professional chaperone is mandatory, along with a duty of care and risk assessments.
For this ad, we also provided tailored casting briefs, requested audition tapes, and planned for costumes and makeup to match the characters.
7. Location Recce
We needed a home setting with specific features, such as a spacious kitchen, cosy living room, children’s bedroom, and a driveway. Pre-shoot visits helped identify lighting requirements, kit needs, and potential challenges. For instance, we spent two hours blocking light from bi-fold doors and skylights to control the ambiance.
8. Production Schedule and Shot List
Organisation is key on a shoot. Every minute costs money, so a detailed schedule ensured efficient use of time, locations, and personnel. This preparation helped capture all required shots within the allocated timeframe.
9. The Location Shoot
The magic came to life during the shoot. To achieve a festive feel, we:
- Used a gobo light to create a “fake window” effect.
- Adjusted greenery to reflect wintery tones.
- Enhanced the Christmas tree’s glow by backlighting it.
10. Audio Bedding and Voiceover
A bespoke soundtrack was commissioned to avoid legal disputes over rights, adding an original and heartfelt layer to the ad. The voiceover subtly guided parents to the website.
11-15. Editing, Approvals, and Final Submission
The post-production phase included:
- Rough cuts: Shared with Clearcast and the client for feedback.
- Grading and mastering: Final touches, like colour grading and sound design, brought the visuals to life.
- Final approval: Clearcast’s sign-off ensured compliance before submission to broadcasters.
16. Delivery to Broadcasters
The final ad was sent to ITV and Sky, ready for its premiere during the festive season. Here it is below:
The Power of TV Advertising
A well-crafted TV commercial, like World of Santa’s, has immense reach and flexibility. Ads can be used across linear TV, on-demand platforms, YouTube, and even cinemas, offering significant return on investment. In a world of targeted advertising, a single TVC can open multiple doors, making it a valuable asset for brand storytelling.
It wouldn’t be right to talk specific costs publicly, but let’s just say when we have chatted with other clients about TVC’s, they have wildly overestimated how much it costs to advertise on national broadcasters. It is far more affordable than you would ever imagine and when talking about VOD (Video on Demand) on platforms like Sky AdSmart, ITVX and All4, you can be as targeted as you are on Google and Facebook. It’s a new world now and TV advertising is no longer the preserve of just the big guns, it is within reach of most SME’s now too.
When done right, TV advertising captures attention, builds emotional connections, and drives action—just like the magic of Santa himself.
A behind the scenes slideshow from the shoot
