One of the best commercial plays that I’ve seen in a while deals with commercials by Ford, Featuring the Ford F-150. For such commercials are primarily black and white, with color used to highlight the product and visual cues imbedded within the content of the commercial

When viewing such Ford F-150 commercials, the viewer’s focus is automatically directed to the relevant portions of such commercials, in a way that is entertaining and engaging.

The most valuable aspect of such commercial plays, is the fact that the commercial’s message is relayed to the viewer via visual and audio cues. Therefore, the message would be relayed to the viewer who may be listening to the commercial but not viewing it, and vice versa.

I’ve come to notice a lot of commercials that overdose on black and white scenes… I would think that the production team behind such commercials would stop and think: “How many people actually enjoy viewing a commercial that features drawn out scenes that are depicted solely in black and white?”

If the production team asked themselves such a simple question, they would be able to avoid making commercials that are dull and uninspiring. Because there is nothing logical behind creating a commercial with scenes only in black and white – especially since consumers purchase color televisions…

Production teams should realize that the value in creating a “black and white” commercial, is the chance to highlight the product or service being advertised, or the visual cues thereof, within the overall content of the commercial, through the use of continued coloration of the relevant content within the commercial.

As long as a commercial is produced primarily in black and white, with a relevant continuous stream of color, such a commercial will relay the commercials underlying message even if no words were to be spoken.