Behind a great commercial advertisement is believed to be a product of a very strategic and knowledgeable script writing. It is very important that we fully understand the company, its marketing goals, the target market and the single key benefit in building a great concept.
A commercial should be simple but otherwise valuable to customers. It should not be too clever nor should it rely heavily on sarcasm or a certain type of humor.
In most cases, it only requires you to communicate the message in about 15 to 60 seconds, making sure that you encourage a new customer to act immediately. If you are following a certain branding or advertising path, make sure you put a unique style, logo or list a motto as a necessary element in the ad.