How to Produce a TV Ad Commercial in the UK: A Step-by-Step Guide
There’s a certain magic to TV ad commercials, the way a thirty-second story can capture attention, stir emotion, and linger long after the screen fades to black.
Yet behind every polished TV ad commercial is a carefully orchestrated process. A rhythm. A craft.
And while that process can seem intimidating from the outside, the journey is far more approachable when each stage is understood and guided by people who know it inside out.
At WOWVI Video, we specialise in crafting broadcast-ready TV ad commercials for companies across the UK.
This guide walks you through the full process, helping you understand what it takes to bring your commercial to life and successfully deliver it for UK television.
1. Begin With Purpose. The Heart of Your TV Ad Commercial
Every TV advert begins with a clear intention. A strategy. Before cameras, scripts or casting, you need to define the purpose behind the message.
Ask:
- What should viewers feel?
- What should they understand instantly?
- What action should this TV commercial inspire?
- What are your CTA goals?
This clarity informs the creative direction and ensures the final ad commercial isn’t just visually strong, it’s strategically effective.
2. Crafting the Creative Concept. Where Your TV Ad Comes Alive
The creative concept is the blueprint for your TV advert.
It’s a blend of storytelling, emotion, and clarity.
This stage includes:
- Scriptwriting
- Messaging exploration
- Storyboard creation
- Visual style and tone
- Casting ideas
- Early location direction
A strong TV ad commercial is simple, memorable and emotionally resonant, a short moment that captures attention and communicates your message with confidence.
3. Pre-Production, The Structure Behind a Successful TV Ad Commercial
Pre-production is where the practical foundation for your TV commercial takes shape. It’s calm, methodical, and essential.
This stage includes:
- Scheduling and logistics
- Casting talent or presenters
- Choosing filming locations
- Shot lists and storyboards
- Set design, props and wardrobe
- Crew and equipment planning
- Risk assessments
- Legal licensing
At WOWVI, we treat pre-production as the architecture of the entire TV ad commercial, ensuring every detail supports a smooth, efficient shoot day.
4. Filming: Capturing the Core of Your TV Ad
Filming is where the commercial steps out of imagination and into reality.
Your TV advert may involve:
- Studio filming
- On-location shoots
- Drone footage
- Presenter-led messaging
- High-end cinematic visuals
- Product close-ups
We use broadcast-quality cameras, sound, and lighting to ensure your footage meets the standards required for all major UK broadcasters.
5. Post-Production. Refining Your TV Commercial for Broadcast
This is the stage where your TV commercial finds its shape, rhythm and emotional tone. Post-production turns raw footage into a cohesive, compelling story.
This includes:
- Full edit of the commercial
- Colour grading
- Audio mix and master
- Music licensing
- Voiceover recording
- Motion graphics and captions
- Compliance checks
- Adding text supers
- Ensuring all UK broadcast-safe standards are met
- VFX
Broadcast-safe formatting is essential for a TV ad, covering areas like luminance, chroma, file format, audio levels, and legal clock numbers. We ensure your commercial passes all technical checks.
6. Clearcast Approval. Preparing Your TV Ad Commercial for Broadcast
In the UK, all TV ad commercials require approval from Clearcast before airing.
They review:
- Claim substantiation
- On-screen text
- Compliance with UK advertising rules
- Script accuracy
- Use of comparisons and evidence
WOWVI manages the entire Clearcast process, ensuring your TV advert is approved quickly and accurately.
7. Delivering Your TV Ad Commercial to UK Networks
Once approved, your TV commercial is ready for delivery to broadcasters such as:
- ITV
- Sky
- Channel 4
- Virgin Media
- STV
- Regional channels
Each broadcaster requires precise delivery specifications, including HD or 4K formats and strict broadcast-safe compliance. We deliver your commercial directly in the correct format to avoid any delays or rejections.
8. When Your TV Ad Commercial Goes Live
The moment your commercial airs, it connects your brand with viewers across the UK, often leading to:
- Higher website traffic
- Increased enquiries
- Greater brand recognition
- Stronger campaign performance
- Measurable uplift in sales or bookings
A commercial carries a unique authority and credibility. When paired with online advertising, it becomes even more powerful.
Create Your TV Ad Commercial With WOWVI Video
Producing a TV advert commercial doesn’t have to feel overwhelming.
With a creative partner who understands both the artistry and the technical precision behind TV production, the journey becomes smooth, structured and inspiring.
At WOWVI Video, we guide brands from first idea to final broadcast, delivering impactful, compliant, beautifully crafted TV ad commercials ready for UK screens.
Speak to the WOWVI team today to start your TV ad commercial journey.
FAQ: TV Ad Commercial Production
A TV ad commercial is a short, professionally produced advertisement designed to air on television. It communicates a message, promotes a product or service, and encourages viewers to take action. At WOWVI Video, we produce fully broadcast-ready TV ad commercials for UK networks.
In the UK, the most common TV ad commercial lengths are 10, 20, 30, 40, and 60 seconds. The 30-second format is the industry standard, but your message, budget and network requirements will determine the ideal length.
TV ad commercial costs vary depending on concept complexity, filming requirements, actors, locations, and post-production. Read our latest blog to find out more about the cost of TV ad production.
Yes. Most UK TV ad commercials require Clearcast approval before they can be broadcast. Clearcast checks claims, evidence, scripts, and compliance with UK advertising standards. We handle this entire process on your behalf.
No worries! We guide you through every step of your video production services, from concept to final product.
In the meantime, click here to read our blog post How To easily Create Video Content For Powerful Video Marketing (Even If You’re A Beginner).
Broadcasters typically require your TV commercial in HD or 4K, with strict specifications for luminance, audio levels, colour space, file format, and clock numbers. WOWVI delivers all TV ad commercials in the exact format needed for each UK broadcaster.
A standard TV ad commercial usually takes 4–8 weeks from concept to broadcast. Fast-turnaround projects are possible depending on complexity and approval timelines. WOWVI offers structured production schedules to keep everything on track.