{"id":32,"date":"2009-06-09T16:27:00","date_gmt":"2009-06-09T16:27:00","guid":{"rendered":"http:\/\/bfwadvertising.wordpress.com\/2009\/06\/09\/7-hints-on-how-to-make-your-local-spot-not-look-local"},"modified":"2022-08-10T14:02:22","modified_gmt":"2022-08-10T18:02:22","slug":"7-hints-on-how-to-make-your-local-spot-not-look-local","status":"publish","type":"post","link":"https:\/\/www.gobfw.com\/7-hints-on-how-to-make-your-local-spot-not-look-local\/","title":{"rendered":"7 Hints on How to Make Your Local Spot Not Look Local"},"content":{"rendered":"

(1) Just say \u201cno\u201d to the Beta Cam<\/span> – It doesn\u2019t matter who you\u2019re using for production, the bottom line is that they\u2019re going to try to sell you on using their one remaining, 700 pound beta camera from the mid 80\u2019s, because all of their brand new HD cams are already spoken for on the day you\u2019re shooting. And that Beta is sitting in a closet somewhere, just waiting for the right client. Don\u2019t be that client.<\/p>\n

(2) There is no such thing as a \u201ccool\u201d transition in a :30 spot.<\/span> Well, there is, but it\u2019s basically a 10 frame cross fade that\u2019s so fast you can\u2019t really see it anyway. If you think you need a transition somewhere, what you actually need is a better edit point. You\u2019ve got 30 seconds – don\u2019t waste it on a bunch of concentric circles closing in on someone\u2019s face.<\/p>\n

(3) Turn the V\/O down.<\/span> Trust me. It\u2019s too loud. To illustrate this, turn on any prime time broadcast program, and when the first slate of commercials comes on, close your eyes. Rather than watch them, just listen to them. You\u2019ll be able to distinguish the local spot simply by the way the sound is mixed. Specifically, how out-in-front the voice over is. It doesn\u2019t need to be that loud. Your audience will hear it just fine, even if you back it into the mix a little more.<\/p>\n

(4) Hide the lav.<\/span> The sound guy will tell you that if he hides it, it won\u2019t pick up well. Not true. It\u2019s just that hiding a lav mic is a hassle and requires a little trial and error to get the rustles and odd noises worked out. The alternative is that your spokesman looks like a news anchor. Not good. Imagine for a moment, Alec Baldwin walking into frame on a Hulu spot with a lavaliere mic strapped to his tie. Not cool.<\/p>\n

(5) Graphics are there to be read. Not to delight.<\/span> Dancing words, swirling phone numbers \u2013 they all look like WordArt in a PowerPoint, and point to a certain fascination with software packages. They are the video equivalent of scrap booking. Avoid them. They\u2019re distracting.<\/p>\n

(6) If you\u2019re Gary Woo…<\/span>and you\u2019re advertising Gary Woo\u2019s China Bistro, make sure you clean the fish tank before you feature it as the centerpiece of your \u201cspecial events\u201d room. Okay, that one\u2019s personal, but jeez \u2013 every time I see that ad, I lose my appetite.<\/p>\n

(7) If you\u2019re advertising a funeral home…<\/span>it really is not a good idea to run a \u201cStimulus Package Special\u201d. I wish I were making this up, but I\u2019m not. (This ad actually scored a \u201cLocal Don\u2019ts\u201d hat trick \u2013 the ad is shot on beta and features a guy wearing a lav mike on his vest. Sweet.)<\/p>\n

+++<\/p>\n

Christian Boswell is President & Executive Creative Director at bfw Advertising<\/a> in Boca Raton, Florida. bfw Advertising is a full service marketing and communications firm with strong competencies in new media. The South Florida advertising agency creates and builds client brands with strategic thinking and on-target creative executions. For more information call (561) 962-3300 or visit http:\/\/www.gobfw.com\/<\/a> on the web.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

(1) Just say \u201cno\u201d to the Beta Cam – It doesn\u2019t matter who you\u2019re using for production, the bottom line […]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[147,23,119],"tags":[109,113,114,115,116,117,118],"yoast_head":"\nHow to Make Great Local TV Commercials | bfw Advertising<\/title>\n<meta name=\"description\" content=\"bfw is no stranger to making local TV advertising commercials. 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