On-set guidance

29th January 2020

Where there may be last minute changes to an approved script, improvisation or just for peace of mind, Clearcast can attend your shoot to provide guidance as you go.

In an ideal world the filming of all television ads would follow the exact wording of an approved pre-production script. Knowing copy has been accepted by Clearcast in advance gives agencies and advertisers confidence that their ad will air.

But of course we don’t live in an ideal world. Very often a precise pre-production script cannot be written because elements of the ad will be created on the day of filming. For example, you might be interviewing real people giving their opinions about Christmas foods, as with last year’s M&S Food campaign. Or your main talent might be an improvising Hollywood comedian, as with the  recent campaign for the bookmaker Coral (pictured). In instances like this all the content cannot be scripted and pre-approved by Clearcast, so it’s good to know that we’re available to provide advice, guidance and peace of mind on-set.

As part of our Copy Development service, one of the many things we do to ensure ads get to air smoothly is go to shoots and provide advice as the ads are being shot. This is exactly what happened in the case of the two campaigns mentioned above. When there will be improvising, or sections of an ad can’t be scripted, or even when filming an approved script in the wrong way could jeopardise clearance, then it makes a lot of sense to get Clearcast’s view as the ad is being filmed. Clearance isn’t given at this stage, but clear guidance is, which gives the production team the opportunity to do additional takes if required and to create a compliant edit from a well-informed position.

The aim of the Copy Development service is to save time, money and stress by getting advice and guidance early in the development process. Having on-set help has the same benefits and is an important service in helping Clearcast to fulfil its mission of helping get ads to air.  

For further info contact our Copy Development Manager Seb Lynch on copydevelopment@clearcast.co.uk or call him on 020 7339 4771.