When producing a TV ad for your business, consider making your kids the stars – and then don’t do it.
Working with kids on camera is not for the faint hearted. It takes a ton of experience to extract a quality performance from even the most talented tyke. And it starts with writing a script designed to gloss over the performance challenges.
Instead, here’s how the situation usually turns out…
The business owner writes an unoriginal script, while picturing the smile on grandma’s face when she sees the grandkids on TV. True to form, the darling duo in their Sunday best deliver lines including, “my daddy’s prices are the best in town.”
The local TV affiliate’s highly trained production team (qualifications include ability to push a record button and clip on a lapel mic – the latter is optional) arrive to shoot the cinematic masterpiece. Several minutes of filming ensue, shooting the children from two angles. Several pans of store inventory are captured to mix in.
The spot airs and, over the next few days, the only calls that come in are from friends and family saying how wonderful the new commercial is and how unbelievably cute the kids look.
Despite the outpouring of praise and support from your inner circle, no extra bodies are passing through the doors and sales haven’t budged. Where did you go wrong?
While I’m sure your kids are indeed cute, that doesn’t make them ideal spokespeople. Most kids don’t come across well on camera, they’re nervous, fidgety and less adorable to others than they are to you. More importantly, what the heck do they have to do with how your business offers a benefit to customers?
When advertising your business, don’t fall back on clichés. Try something unique, try something smart, try something edgy, try distinguishing yourself through valuable information delivered in an arresting, entertaining way. In short, try elevating your advertising beyond mere child’s play.