THINGS TO
CHECK WHEN
OTHER THINGS YOU SHOULD KNOW
CHOOSING A
PRODUCTION
Can you use the
COMPANY
commercial in
presentation or on
The web?
Yes, it’s easy for a
commercial to be
1
That they have
compressed for use in
produced TV
almost any format, just
commercials
consider that actors, voice-overs,
before! The
music or any stock footage may cost
technical specification for
more to be used in a different medium.
commercials is very

precise – you don’t want
Some final things to look for in a
your company
production company:
represented by poor audio

levels, text or logos that
fall off-screen, general
• A range of high and low budget commercials work
poor production standards,

let alone the issues of
• A good mix of styles & business sectors will show
factoring in clearance for
experience
broadcast and how long

that takes.
• Sensible schedules & budgets to suit your needs


• That you will be given approvals at key stages of
2
That they have production.
heard of
‘Clearcast‘, and
• Approachability. You need to feel you can work with
they know what a
these people and that they understand your marketing
‘clock number’ is. All
objectives.
commercials have a

unique identifying number
• Ask to see previous work on a DVD, don’t just judge by
on the clock. A sure sign
viewing web videos. All video looks better when its reduced
they don’t know the
in size! A DVD will give you a much better idea of the level
processes involved.
of finish on the commercial.



3

Check that they
have not only
THE BEST ADVICE IS TRUST THEM
combined liability
insurance for the
commercial, but
The best advice I can give is to trust the production team. If
commercial production
you have researched and chosen the company well, the
insurance. If, for instance,
producer & director will have plenty of experience in
an actor or key member of
knowing ‘what works’. Don’t try to make the commercial for
the team falls ill, their
them, but do have an opinion. Ultimately, it’s your
insurance should cover
commercial and it has to work for the good of your business,
re-shooting costs in most
the production company will want the commercial to look &
circumstances.
work to its best – after all, if they don’t, how will they impress
the next potential client?...so think of it as a team effort.

Source: Tom George of Happy Hour Production. For more
information visit www.hhour.co.uk

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