Keep the message simple, straightforward, and don't deviate from the point of the commercial. stick to one thing if it is trying to get memberships, go for that, not memberships and volunteers and funding and this, this, and that.
Believe in the product you are trying to sell. If you are doing a TV commercial and you don't want to buy the product, no-one else will. So I must believe that this toy library is really the place where parents should bring their children. If people can sell water to New Zealanders for more than the price of petrol then a product/service that people actually want should be straight forward.
Sell an experience and identity, not a product... for example Suzuki sell good motorcycles but people tattoo Harley Davidson on their rear. The toy library commercial must sell more than just a membership to get toys, they need to sell healthy development or creativity for children.
Come up with a slogan if the company doesn't have a good usable one. that captures the identity the company is trying to sell. e.g. MacDonalds says "I'm Lovin It" and Nike says "Just do It" these three syllable phrases give a false sense of empowerment that is linked with the identity of the product. Apple says "think different" it captures the identity of the product.
Very good - thanks, Josh!
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