Talent TVC refers to models and actors in commercials, playing a crucial role in a successful advertising video that every brand needs to understand. Choosing the right talent will make the video more engaging and create a positive impact on viewers – potential future customers of the brand. To better understand this concept and the criteria for selecting suitable talent, please refer to the following article.
What is Talent TVC?
Essentially, "Talent TVC" refers to actors, models, celebrities (KOLs, Influencers), or even ordinary people who have acting abilities and are suitable for the brand's message, and are selected to appear in a TV commercial.
However, the role of a talented TVC presenter is not simply acting according to a script. They are the emotional bridge between the product and the consumer, the messenger of the message, and most importantly, they embody the image and values that the brand wants to build in the minds of customers.
Talent TVCs can be categorized into the following main groups:
- Main Talent: The lead actor, the central character of the advertising story, is the person who has the most direct and powerful influence on the image of the product and the business.
- Extra Talent: Supporting actors appear to assist the main talent and make the scene more lively and realistic.
- Background Talent: People appear in the background of the scene, creating the necessary atmosphere and crowding.
- Voice Talent: Voice actors, those with expressive voices that match the spirit of the TV commercial, are chosen to record dialogue or narration.
The success of a TV commercial depends heavily on choosing the right talent. The right talent can transform a great script into a moving advertisement, while the wrong choice can ruin an entire expensive campaign.
The role of Talent TVC in the success of a campaign.
Investing in a quality talent TV commercial is never a waste of money. On the contrary, it's a strategic investment that brings tremendous benefits to the brand. These include:
- Personalizing the brand, creating an emotional connection: Talent breathes life into products, transforming inanimate objects into emotionally resonant stories. Viewers tend to connect with people more than with a product. When a talent they admire and trust uses a product, they will also develop similar positive feelings and trust.
- Enhance brand recognition and recall: A familiar face, a radiant smile, or a unique expression from a talented individual can help your TV commercial stand out from the crowd. Viewers will easily remember the advertisement and, consequently, your brand.
- Convey the message persuasively: Through acting, expressions, and dialogue, Talent will convey the product's message more naturally and persuasively. Instead of dry advertising slogans, Talent will tell a story in which the product is an integral part.
- Encouraging purchasing behavior: This is the ultimate goal of most advertising campaigns. An influential talent, beloved by the public, will be a "guarantee" of product quality, thereby stimulating and encouraging consumer purchasing decisions.
The "golden" criteria for choosing the right Talent TVC.
To find a truly suitable TVC talent, it's not enough to rely solely on intuition or popularity. Marketers need to establish a clear set of criteria that closely align with the campaign's objectives.
- Brand & Product Fit:
This is the most important criterion. The selected talent must have an image, style, and personal values that align with the brand's positioning.
For example: A high-end, luxury cosmetics brand will need a talent with an elegant and refined demeanor. Meanwhile, a beverage brand targeting young people will be better suited to talents who are dynamic, youthful, and charismatic.
- Target Audience:
Does the talent you choose resonate with and gain the affection of your target audience? The talent's influence must effectively impact the target group your brand is aiming for.
For example: To promote an English learning app for students, choosing a KOL (Key Opinion Leader) who is a popular TikToker specializing in knowledge sharing and has a large following of students will be far more effective than choosing a veteran actor, however famous they may be.
- Acting and Versatility:
A beautiful face isn't enough. Talented TVC actors need strong acting skills, diverse and natural expressions to convey the true spirit of the script. The ability to adapt to different situations is also a big plus.
- Credibility and Influence:
Do the public trust this talent? Their professional history, personal life, and social media statements all affect their reputation. A talent with a "clean" image, free from scandals, will be a safe and sustainable choice for the brand.
- Budget and Return on Investment (ROI):
The cost of hiring a talent is significant. Therefore, careful consideration is needed between the campaign budget and the return on investment (ROI) that the talent can deliver. Sometimes, a micro-influencer with a small but highly engaged following can be more effective than an expensive A-list celebrity.
- Story & Message Alignment:
Ultimately, the talent must be truly suitable and able to fully convey the story and message of the TV commercial. A forced or mismatched connection between the talent and the script will make viewers uncomfortable and distrustful.
An example illustrating the successful use of Talent TVC in Vietnam.
The Vietnamese advertising market has witnessed many hugely successful campaigns thanks to smart talent selection. Below are some successful TV commercials that utilized the right talent:
Dien May XANH and the "blue craze": Instead of choosing famous celebrities, Dien May XANH created a group of "alien" talents with unique costumes and dance moves. This difference and somewhat "bizarre" approach created a phenomenon, helping Dien May XANH quickly capture the minds of consumers. This is a prime example of how you can make a strong impression without relying on celebrities, thanks to creative talent building.
Son Tung M-TP and his sensational advertising campaigns: Sơn Tùng M-TP is one of the most sought-after TV commercial talents today. With a huge fan base and significant influence among young people, TV commercials featuring him always generate strong buzz. Brands like Shopee and Go-Jek (now Gojek) have been very successful in incorporating Sơn Tùng M-TP's youthful, dynamic, and trend-setting image into their campaigns.
Biti's Hunter and "Go to return": Biti's Hunter's "Go to Return" campaign is a classic case study of the skillful use of talent and influencers. Instead of focusing on a single TV commercial, Biti's collaborated with many influential singers and KOLs among young people, such as Soobin Hoang Son, Tien Cookie, and Huong Giang, to create a series of musical products and media content revolving around the theme of "going and returning." This synergy resulted in a campaign with depth, touching the emotions of millions of young Vietnamese people.
Future trends in choosing Talent TVCs.
The market and audience preferences are constantly changing, therefore, the trends in selecting talent for TV commercials are also constantly evolving. Choosing the right talent will make your TV commercial more effective, and future trends may include:
- The rise of micro-influencers and nano-influencers: Businesses are increasingly recognizing the power of small-scale influencers. While their follower counts may not be as large as those of celebrities, they have a deep and genuine connection with their communities, leading to greater trust and higher conversion rates.
- Emphasis on authenticity and realism: Audiences are increasingly "allergic" to overly polished and unrealistic advertisements. The trend of choosing talents with natural, approachable appearances and relatable stories will become increasingly popular.
- Using AI and Virtual Talent: With the advancement of technology, AI-generated virtual talents are gradually becoming an interesting option. Virtual talents can be "designed" to perfectly match brand image and completely eliminate the risk of personal scandals.
Answering the question "What is a Talent TVC?" goes beyond simply defining a commercial actor. It's about understanding their strategic role in brand building and customer engagement. Choosing the right Talent TVC requires thorough research, a clear strategy, and keen market insight.
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