Commercials allow you to tell something about your organization and to have a strong impact with a widely varying audience. The goal often is to create awareness or to generate leads and the challenge is to bring your message across in a short amount of time, often 30 to 40 seconds. A commercial allows many film and storytelling techniques, as long as they contribute towards creating a general sense of the company or the products and services it offers. With a commercial we strive for a universal emotional impact by using real storytelling. This will positively affect the perceived credibility, sympathy, relevance and thus overall retention and effectiveness of the message.

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