Pitching a tv commercial

sbaileymediaman

sbaileymediaman

Active member
I'm trying to persuade a person I know to let me do their next tv commercial.

The problem is they already use a local tv agency for the last few years and are worried that I don't have enough expereince in tv ad marketing but might give me a go if I come up with a good idea.

A it of background. The last ad they did was in my opinion (and many people I know) very boring and the voice over went way to fast. I spoke to them about the fact that I might be able to do a better ad thats more interesting to the tv viewers.

Because they have never used anyone else for their ads except this one agency.


In order to win them over I think what I need is a pitch or mini-script showing what I would do and how.


My question is: how do you make a written pitch? e.g. the structure.

Hope you guys can help!
 
sbaileymediaman said:
I'm trying to persuade a person I know to let me do their next tv commercial.

The problem is they already use a local tv agency for the last few years and are worried that I don't have enough expereince in tv ad marketing but might give me a go if I come up with a good idea.

A it of background. The last ad they did was in my opinion (and many people I know) very boring and the voice over went way to fast. I spoke to them about the fact that I might be able to do a better ad thats more interesting to the tv viewers.

Because they have never used anyone else for their ads except this one agency.


In order to win them over I think what I need is a pitch or mini-script showing what I would do and how.


My question is: how do you make a written pitch? e.g. the structure.

Hope you guys can help!
Click to expand...

How about pitching the AGENCY to use you as the producer/director for the spot?
 
Use an 2 column AV format script and write it out. Steve also has the right idea. Work with the agency not against them. 95% of my work comes from agencies. I am a one man production company and I have never had to make a sales call. Agencies and media buyers keep me plenty busy.

Also if your idea is good and would not be too expensive to shoot. Produce it on spec and then show the client.
 
sbaileymediaman said:
I'm trying to persuade a person I know to let me do their next tv commercial.

The problem is they already use a local tv agency for the last few years and are worried that I don't have enough expereince in tv ad marketing but might give me a go if I come up with a good idea.

<CLIP>

In order to win them over I think what I need is a pitch or mini-script showing what I would do and how.


My question is: how do you make a written pitch? e.g. the structure.

Hope you guys can help!
Click to expand...

Hi SBailey,

Assuming you are using screenwriting software , it should have templates for commerial work. Or if you use a plain text editor and are unfamiliar with formatting, you'll find lots of examples on the web. Aside from the excellent advice of other posters here, if you still wish to develop a written package, here's some items that come to mind:

- Cover sheet, explaining the contents of the package, a synopsis of your value proposition and benefit to your client's customers (see below), and a call to action (meeting with you for a face-to-face presentation, etc)

- Your bio/resume

- If possible, examples of your work

- Analysis of client's present method of operation, best in class industry practices, a description of your value proposition, and most importantly a believeable description of how your proposal will bolster your client's sales to their customers. This could include en-vogue mega-themes, icons, music/sound effects, personalities, video editing/camera techniques, compelling script writing, etc, etc.

Go get 'em, Michael
 
Storyboards, baby! Scripts are cool, but from experience, you're working in a visual medium, and I want to see how you translate an idea from words to images. It's a lot easier to buy off on a storyboard than a script, anyway.

For a :30 spot, I'd say six frames is plenty to get the idea across. If you need more than that, you need a better idea.

Just my two cents.

--SM
 
I've been in a lot of agency pitches for ad spots and they almost universally use boards. A few have had animatics, which would be easy enough to accomplish in Photoshop and most NLEs or AfterEffects.

The script would be for your internal use as you develop the spot(s). Also, I concur that you should try to make inroads at the agency. Better to work with them than against.

Remember that you should copyright your written collateral with Library of Congress prior to meeting with the agency. They may or may not want your agent or attorney in the room during the pitch.

e
 
Yes guys, I agree! (I hit the "post quick reply" too quickly, meaning to add story boarding) If a picture is worth a thousand words, a sequence of pictures must be worth more!
 
Thanks guys,

The agency however doesn't like to use other people to direct their ads. The owner likes everything "in house" with their own staff.

e.g. they use THEIR camera, THEIR director, THEIR editors, etc.

Otherwise the idea for the storyboards, scripts, etc are a good idea.
 
because local commercial productions are done for free, don't haggle at all here. Prouldy state your qualifications and your rate and let them speak next.
as for the written pitch, it's called a treatment and you can find templates for such a thing online if you wanna adhere to such a thing. I would not. I'd write up what it is I have for them in my own words and let them speak for themself. treatment tempaltes are not unlike resume templates. The first thing they say to who is looking at it is "I have no creativity or confidence in myself".
 
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