Target audience: Men aged 40-65, active lifestyles, value relationships and quality of life. Avoid overly stereotypical representations.
Commercial length: 30 seconds. Shorter, punchier message is more effective.
Setting: Focus on realistic scenarios – a couple enjoying a weekend getaway, a man actively participating in a hobby (golf, gardening), a family event. No unrealistic scenarios or overly staged scenes.
Visuals: High-quality, natural lighting. Show genuine emotions, confident smiles. Focus on connection, not solely physical attributes.
Audio: Upbeat, positive background music. Voiceover should be warm, reassuring, and authoritative, not overly dramatic.
Script: Focus on benefits – improved confidence, stronger relationships, enhanced spontaneity. Avoid medical jargon. Use clear, concise language. Include a clear call to action: “Talk to your doctor about Cialis.” Include website address subtly.
Call to action: Subtle, not intrusive. Website address displayed visually during the closing seconds.
Message consistency: Ensure the message aligns across all marketing channels – website, social media, print ads. Avoid conflicting messages.
Post-production: Professional editing and sound mixing is crucial for a polished final product.
Testing: Conduct pre-testing with target audience before finalizing the commercial. Gather feedback on messaging, visuals, and overall impact.
Distribution: Strategic placement across various media channels based on target audience demographics.
