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Location	Amsterdam, Netherlands
Introduction	The effectivity of tv commercials is built up by two basic elements. The performance of the creative and of the tv channel. -- On TVC FX commercials are reviewed as aired, focussing on the creative, looking at branding, message transfer and likeability. -- Also, cinematographic elements are taken into account as these build up meaning and contribute to effects. -- The creative determines up to 75% of effects, while costs are a minor share of total media spendings. Advertisers may spend millions on tv while at the same time bad creatives will only increase costs per effect - if any positive effects will take up at all. -- With a cinematographic background I will add a different dimension in the reviewing of creative performance of tv commercials. The aesthetic approach enriches insights and may help marketeers and strategy directors in managing the translation from concept to execution. -- These reviews are invidiual appreciations of tv commercials.

Location

Amsterdam, Netherlands

Introduction

The effectivity of tv commercials is built up by two basic elements. The performance of the creative and of the tv channel. -- On TVC FX commercials are reviewed as aired, focussing on the creative, looking at branding, message transfer and likeability. -- Also, cinematographic elements are taken into account as these build up meaning and contribute to effects. -- The creative determines up to 75% of effects, while costs are a minor share of total media spendings. Advertisers may spend millions on tv while at the same time bad creatives will only increase costs per effect - if any positive effects will take up at all. -- With a cinematographic background I will add a different dimension in the reviewing of creative performance of tv commercials. The aesthetic approach enriches insights and may help marketeers and strategy directors in managing the translation from concept to execution. -- These reviews are invidiual appreciations of tv commercials.