What Makes A TV Advert Any Good?
TV ads - love them or hate them - are a golden chance for businesses to pitch their product or service in just 30 to 60 seconds. Not much time, right? That’s why every second has to count.
Whether your company’s gunning for an everyday TV interval or a prime-time Gogglebox slot, an unforgettable ad is key to making your marketing budget work. Because even in the age of TikToks and doom scrolling, TV ads are still holding their ground like the seasoned marketing legends they are.
Did you know that TV is responsible for around 95% of all actively watched ads in the UK, with the average person watching for 158 minutes a day?
And when it comes to ad recall, TV wins again, 34% more than ads seen on a computer, and 60% more than on a tablet/smartphone. If you want to stick in people’s minds and not just be background noise, TV advertising is one of the best ways to do it.
So, what makes a TV advert good? Basically, it needs to pack a punch, stick in people’s minds, and most importantly, get your target audience to do something about it.
We’ll break down what makes a TV advert good below, including some examples of good TV adverts that absolutely nailed it.
Let’s roll!
1. Nail The Tone
Sure, jingles and wacky videos can be a lot of fun (who doesn’t love a catchy tune?), but that doesn’t mean it’s always the right move for your brand. Every company has its own vibe and personality—whether you’re aware of it or not.
If your brand’s been around for a while, it likely has a tone that people link with it. Before you dive in, take a step back and think about what your company actually stands for and how you want it to come across.
Think Apple—they've got it down. Sleek ads that perfectly match their cool, minimalist vibe. Whether they’re showing off how their latest MacBook is lighter than air or how their iPhone is basically the second coming of photography, you can't watch without thinking, "Yep, that’s so Apple."
So, ask yourself: if your brand serious? Fun? Daring? Don’t try to be something you’re not. Your audience will smell the inauthenticity from a mile away, and no one likes a try-hard.
2. Tell A Story
Humans love stories. Always have, always will!
A good story grabs attention, holds it for 30 seconds, and leaves an impression. If your message doesn't stick with viewers after the ad's over, you’re basically just screaming into the void. Not helpful.
Your ad is NOT a boring PowerPoint presentation. It’s like a mini-movie. So don’t just show off your product! Tug at the heartstrings, make them laugh, or even cry - make people feel something about it.
Take our ad for Transport for Wales, “We’ll Do What It Takes.” Spoiler: it wasn’t about buses and trains. Instead, we told a story about Rhys—a TFW worker battling the elements on a family camping trip.
Wind howling, rain pouring, chaos everywhere, but Rhys? He’s out there channelling his inner Bear Grylls, keeping his family cosy in the car until he whips up the ultimate shelter.
The tagline? “We’ll do what it takes.” With a whole squad of Rhys-level legends hustling to make Welsh transport better, the commercial shows how TFW goes the extra mile, showing grit, and keeping it human. See? It’s not rocket science—it’s just good storytelling.
Make sure your story connects emotionally with viewers, and tie it back to your brand. That’s what makes a TV advert good - connecting with your audience in a way that feels real.
Grab Attention With A Tagline
If you’re selling something, it has to stand out from the crowd. That’s where your tagline comes in - it’s the secret weapon that hooks people in. A good tagline should tell them what you do and make your audience want to take action. Think of it as the nudge that pushes them toward hitting that ‘buy’ button.
Take our ad for Plum, ‘Do It With Plum’. This financial app helps people save, invest, budget, and find better household bill deals. With snazzy purple graphics and the catchy ‘Do It With Plum’ ringing in your ears, it sticks with you from the get-go. The ad shows just how easy taking control of your finances can be.
A strong tagline grabs attention and makes people remember you, and in the world of ads, that’s half the battle won.
4. Hook ‘Em Early
Let’s face it - no one sticks around for an ad that takes its sweet time.
Attention spans are getting shorter by the minute, so if you want your commercial to smash, you’ve got a few seconds to make a move. Those first moments are absolutely crucial to grab your audience and keep them hooked.
Whether it’s through a bit of quirky humour, an unexpected twist, or a moment that hits you right in the feels, you need to make it count from the get-go. Don’t wait for the plot to thicken - dive straight in and keep ‘em interested.
Remember that iconic Cadbury ad from 15 years ago? Two kids wiggling their eyebrows to the beat of ‘Don’t Stop the Rock’. Funny, weird, and adorable - but it worked. The ad went viral, with millions of views on YouTube in just a few weeks ( a big deal 15 years ago!).
And it still pops into people’s heads today. Why? Because it didn’t waste any time - it caught attention fast and left a mark.
5. Bonus Tip - Don’t Skimp On Quality
We all know the deal, you get what you pay for. If you want your TV commercial to stand out, skimping on quality is not the way to go.
Sure, you could film with that old budget camera you’ve had since the 2000s, but that’s not fooling anyone - especially your customers. If your ad looks cheap, they’ll assume your product is too. Every little thing matters - from the visuals to the sound to the script. Skimp on any of that, and your whole campaign could end up a hot mess.
We get it, though—budgets can be tight. But don’t panic! There are plenty of ways to create something memorable. Shorter clips, clever casting, or creative shots can go a long way. The key? Knowing where to invest and making every penny count.
At STORM+SHELTER, we know what makes a TV advert good. We pride ourselves on quality and will work with you to create a TV advert that packs a punch.
Ready to make an ad that actually sticks? Let’s chat!
