Know-How Exchange : Advertising/PR

Why kids? What are you trying to communicate in the commercial? Who is the target audience? What result do you want after someone in your target audience sees the commercial? Or is this about creating a portfolio for the kids so they can get more modeling/acting jobs?

Echoing Michael, I'd also like to know why it's got to be children, why the idea has to be "cute", and why the premise needs to be conveyed in song?

You may well have answers to these questions (above), and that's great. Please share them. And if so, consider the following questions and, if you've already asked them and answered them, share again: you help us help you by helping us.

Who is your ideal buyer? If you don't know, find out. Do these people buy (or have they bought) because of other TV commercials? Probably not. Unless they're direct response spots with strong, offer-based calls to action, telephone numbers to call, or order-based websites to visit, TV commercials are not designed to sell, they're meant to produce or increase visibility and awareness.

What drives the desire of the potential buyer? What are their motives for buying, when do they want to buy? and what are their thresholds for price and repetition?

Where will the spots run and when (day, time, number of times?) How often and during which shows? Will you tell a story with multiple spots? Or will you produce one spot?
What do you want the viewer of the spot to do and how will you measure results against your production and broadcast costs? How many times will your spot have to run to produce a sale?

Stephanie, I also would want to understand the target market and what you want to be conveyed about the pool.
The other consideration might be is there other collateral material that will be generated in support of the commercial? Billboards(digital or regular), printed materials(post cards, ecards, brochures) or any other promotional effort (radio, sponsorships, etc).

I would suggest developing the overall plan and break into components...making a commercial is not inexpensive...see what else can be attached to it.

First thing that came to mind was the old "Splish Splash, I Was Taking a Bath..." I know it''s not ''bath time'' but the fun tune gets attention and can be segued into pool bathing quite nicely.

Best of luck in whatever direction you decide!