Somber, dark commercials try to stress the seriousness of a product or service. Investment services, for example, may try to worry the audience about not saving enough for retirement. A serious tone works with commercials for certain businesses. An upbeat, positive nature becomes a must for others. Local restaurants, in particular, benefit from stressing a bright and cheery atmosphere to go along with good food.
Information Isn't Enough
A commercial must tell people what the audience sells. Italian restaurants offer menus far different from steakhouses. Ambiguity won't move audiences to visit a restaurant. And you do want the commercial to note the eatery's location. Don't rely solely on info though. A commercial proves beneficial when stressing positive points. People like to feel good when they go out and eat. Here are ways a "feel good commercial" can work:
- Focus on Happy People: An empty dining room and a close-up of the menu won't stir emotions. Smiling, happy faces will. Couple toasting beer mugs together, families laughing around a birthday cake, even chefs having a blast cooking up meals get positive vibes across.
- Connect to Local Culture: If there are arthouses, theaters, or other cultural aspects in the restaurant's neighborhood, let then shine through in the commercial. Does the restaurant feature cultural memorabilia on the wall such as theatrical posters or historical paintings? Featuring them even slightly in the commercial adds a nice, celebratory touch.
- Display Cheery-Looking Food: This may seem like an odd suggestion. Food isn't exactly associated with human moods. No, but the visual display of certain foods can impact moods. Lush green salads and multi-colored desserts with fruit come off as bright. A charred steak with bland potatoes might fall flat from a visual perspective.
- Connect with Holiday Images: Valentine's Day, July 4, and Christmas all come with images that bring out positive feelings. Seasonal commercials weaving in showing holiday sentiments mixed in with special meals evokes sentimental feelings.
One thing about such examples, upbeat visual images do need to be more than ideas. The actual production of the commercial must present these images effectively.
Commercial Production Services and Professionalism
Getting across an upbeat mood relies heavily on the commercial maintaining certain professional standards. The lighting, for example, must be bright enough to complement any happy-looking interior images. Professionalism across all levels of production contribute to presenting the desired emotional impact. That's why a top commercial production company must be brought in to perform the work.