Get to the heart of the story faster. Use engaging pacing and tight framing to draw viewers in.

Fastrack (IN) dives right into the story and keeps the viewer engaged through dynamic visuals that play with pacing and framing.

Reinforce your message with audio and text. Avoid competing elements.

Silmäasema (FI) places helpful emphasis on its text and guides the viewer's understanding with matching voice-over.

Ensure visuals are optimized for all devices.

Pokémon (JP) uses bright accent colors, strong lighting, and contrasted visual effects to ensure visual engagement on small screens.

Introduce your brand or product from the start and maintain that presence.

Weekendesk (FR) introduces its brand in the first 5s and naturally integrates its product demo throughout the ad.

Audio brand mentions supercharge onscreen brand visuals’ performance (see and say).

Oi (BR) reinforces the onscreen brand visuals with a corresponding brand mention.

Feature people’s experience with your product and represent your consumer.

BareMinerals (US) features a diverse cast and gives them all a voice; showcasing the completeness of its range in the process.

Avoid doing too much in your ad. Keep messaging and language focused and simple.

M&M’S (AU) aligns its visuals and voice-over to deliver a simple and clear message: they’ve now got pretzels inside.

Lean into storytelling techniques such as humor, surprise, and intrigue.

Fanta (PT) uses surprising visuals and dynamic voice-over to captivate the audience and deliver an engaging message.

Be intentional and add a CTA driving a specific objective. Say what you’d like viewers to do.

Shopee (SG) clearly communicates its offer 
and instructs viewers to download the app to access it.

Reinforce your onscreen CTA with voice-over to ensure the next step is clear.

Air Up (DE) guides viewers with onscreen text supported by strong audio, reinforcing the final ask with the personality-filled voice-over.