It’s banned TV adverts time..! Take a look at this TOP 10 Banned TV Commercials and discover why they get banned.

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Banned TV Adverts UK

Banned TV Commercials from the UK

As promised at one of our TV Advertising seminars, we’ve found the link to the TOP 10 most controversial UK TV Adverts YouTube video.  We’re not sure why banned TV Adverts so compelling to watch – perhaps its our way of looking at mistakes creative agencies can make.  Or perhaps its the creative industries brazen audacity?

Why do Television Adverts get banned?

Its often a surprise to us when a TV Commercial gets banned after it’s been transmitted.  In the UK, all TV Commercials have to be approved by an organisation called Clearcast.  To some Creative TV Agencies, this can be a problem – especially if you want to make outrageous claims that simply don’t stand up (are their clients really number 1?).  Luckily, at Concept TV, we have put Clearcast approval at the heart of our creative workflow – so we’ve currently never had a TV Commercial outright rejected – and we’ve especially never had one pulled from broadcast by the ASA.

TV Commercials have to follow the UK Code of Broadcast Advertising – administered by the ASA (Advertising Standards Authority).  This is similar to all other forms of advertising which have to follow the CAP Advertising Codes.  In the unlikely event that a TV Commercial is approved and then banned, it will most likely be because a member or members of the public have taken offence to the nature of the content, as opposed to a company not being able to deliver on a specific claim.

5 major reasons that TV Commercials are banned after being broadcast:

  1. Violence – The visual content is violent and shown before the 9:00pm watershed.  People worry that children may be watching and that it will adversely affect their character.
  2. Sex – The visual content or underlying theme is seen as being too sexy for a pre-watershed showing.  Again, people tend to feel that TV Adverts featuring too much ‘sex-appeal’ will corrupt our society.
  3. Scaremongering – Its unusual for a TV Commercial to be approved by Clearcast if it obviously contains an element of scaremongering.  As seen in the top 10 banned tv commercials video above, environmental warnings often make the statement that the world is heading for apocalypse if we keep burning super-mega-watts of electricity on that little red light on the TV…!  Needless to say, you can’t threaten people with detrimental consequences if they do not buy into your proposition!
  4. Making claims that aren’t true – Again, it’s unusual for a TV Commercial to be approved by Clearcast if the advertiser can’t back up their claims.  For instance, you can’t offer a watch for £5 if you don’t have any, or maybe only a couple in stock, when the ones really made available are £100.  At Concept TV Advertising, we work hard to make sure that advertisers can make the claims they need by looking at ways to ensure that all claims can be substantiated.  We’ll also advise on alternative claims that are broadcast compliant but also say what the advertiser wants to say.
  5. Generally offensive – The KFC TV Advert clearly shows people speaking with their mouth full, which worried the public that children would copy those actions.  At Concept TV, we also less fondly remember a TV Advert from the 90’s (we think..) when children sat at a table, banged their knife and fork and demanded “Feed me, Feed me NOW!  Yes, McCains Oven Chips certainly pushed decent society to the edge with that one – even though we don’t think it was actually ever banned!  Not all public complaints are upheld by the ASA – if they were, we wouldn’t have any TV Advertising, the industry would go bankrupt and there would be no Saturday night TV anymore (stop cheering!).  This point has been banned for scaremongering.

How can you avoid having your TV Commercial from being banned from broadcast?

Simple.  Engage Concept TV to handle script development, or at least get us to mediate with Clearcast on your behalf.  When it comes to creating a compelling TV Commercial, we know what we’re doing.  After all, we were one of the first TV Agencies to get a Mould Spray TV Commercial approved in the UK in recent times.  We go the extra mile to make your claims compliant.  Being more than just a bunch of creatives with wild ideas, we make sure that your TV Commercial has broadcast approval at script level – before we even pick up the camera.

We’ve hear of lots of cases where want-to-be TV Advertisers have paid for expensive and impressive TV Commercials that have never seen the light of day – simply because their content was not suitable for broadcast.  We regularly put in the time to refine the communication and develop complex, detailed substantiation that takes even the toughest of our advertisers claims to the screen.

Want to know more about how TV Advertising works, what we can do for you, or perhaps you want us to take a look at your case?  Call us now on 0203 002 92 42 – email sales@conceptstudios.co.uk – or visit www.ConceptStudios.co.uk

How we created a TV Commercial plan for a new holidays deal site – Holidays.BlackFriday

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At Concept TV, we’re shooting a new TV Commercial for the new website http://Holidays.BlackFriday

Black Friday Holiday Deals

No sooner than we’ve finished shooting TV Commercials to promote our customer’s Christmas 2015 an the January sales for 2016 promotions, than we’re back to thinking about warmer climates!  We thought that we would share with you a little of how we create a TV Commercial plan…

About the TV Advertiser

Holidays.BlackFriday is a new site that simply shares amazing holiday deals.  They’re specifically promoting Black Friday holiday deals during seasonal promotion, whilst building long term visitors for short-notice holiday offers.

Our concept for their TV Commercial is a fun but no-nonsense message with key visuals and a plain speaking voiceover.

Its possible to spend hundreds of thousands on a TV Commercial – but at Concept TV, we’re about finding a client oriented solution.  That means looking for the most effective way for our client to generate a return on investment.

How we went about finding a TV Commercial solution for Holidays.BlackFriday.

The majority of people already know what a ‘black friday deal’ is – so there is no need to explain what a black friday holiday deal is.

The web site address and business name is already very clear in terms of its proposition, so we don’t need to spend valuable time in the TV Commercial establishing a viewer association.

Instead, we can focus on the unique selling points for the site.  Holidays.BlackFriday came to us with a number of USPs (Unique Selling Proposition):

  • Find most Black Friday Holiday Deals in one place, quickly.
  • Get an ideal of real prices – with flight and hotel prices presented together.
  • Holiday Deal Finder – the site administrators search the internet then publish deals.
  • Share deals – the public can share deals they’ve found that they like.

From this point, we took an in-depth look at the Holidays.BlackFriday web site to build one of our “Brand Experience Profiles”.  These profiles allow our creative professionals to understand how the client works and how the client’s customers interact.  We believe that it is this approach that differentiates Concept from other TV Advertising agencies.

As you would expect, we can’t disclose all of our observations here.  In summary, from the Brand Experience Profile, we established that the most appropriate way to communicate Holiday.BlackFriday’s proposition is to associate viewer happiness with the tranquillity of a holiday, escaping the cold grey weather of the UK in November and the impressive savings that make it all possible.  In summary:

  1. PERSUASION : Help the viewer realise they could afford an unplanned getaway.
  2. REASONING : Upcoming UK weather is going to be cold and wet.
  3. EASY : The viewer doesn’t have to visit lots of sites to find a good deal, especially ones with limited availability, they simply have to pop on to Holidays.BlackFriday to see if there is a holiday deal that fits.
  4. CALL TO ACTION : A final clear message using the brand’s tag line “Go Away… Cheaper with Holidays.BlackFriday”.

The final TV Commercial.

We’re not going to give it all away in this article.  Keep glued to Concept TV’s TV Advertising Blog to see the final TV Commercial, when we’ll also share the budget and the timescales!