Ogilvy’s Blueprint for Winning TV Commercials
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This classic Ogilvy & Mather ad lays out a masterclass in how to create effective television commercials. It’s not about being clever — it’s about clarity, consistency, and smart execution. The print ad breaks down years of research and tested insights into what really sells on screen.
Lessons worth stealing
- Make one core promise and hammer it home — simplicity sells.
- Use familiar faces or credible presenters to build trust fast.
- Repeat your message consistently to cement memory.
- Treat research as your creative compass, not your crutch.
- Focus on how the product fits into the viewer’s life, not on flashy gimmicks.
Brands that nailed it with Ogilvy’s playbook
Hershey’s boosted candy bar sales by using a simple musical jingle that stuck with viewers.
Maxwell House turned coffee into a cultural icon with its cheerful, memorable TV spots.
Merrill Lynch used a powerful metaphor-driven campaign to instill national confidence.
Creative Variations
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