A TV advert should be written around claims the business can support. Preparing the evidence while developing the script can prevent a production from being built around a statement that later needs changing. A confident voiceover does not make an unsupported claim acceptable.
List the claims before filming
Identify statements about performance, comparisons, savings and results. Visual demonstrations and on-screen wording can make claims too. Ask the person responsible for each statement to provide relevant evidence and explain its limitations.
Connect evidence to the actual wording
The supporting material needs to match what viewers are likely to understand. A result from one particular situation may not support a broad promise to every customer. Clearcast’s process includes reviewing scripts and substantiation before the final commercial is cleared.
Allow for review and revisions
Keep the evidence organised alongside the script version it supports. Agree who answers queries and who approves changes. High5VR can plan production around the clearance process; clearance and broadcast arrangements still depend on the actual advert and requirements.
Further information: Clearcast: clearance process.
Contact High5VR to discuss a bespoke project, audience and delivery requirements.