TV Ad Production: From Brief to Broadcast

Making a TV advert follows a clear, repeatable process: brief and strategy, concept and script, Clearcast script approval, production (shoot or animation), edit and post-production, final clearance, and delivery to broadcast. For a typical Scottish campaign with Elementary Spark, that whole journey runs about 3–4 weeks from brief to air — because creative, production and clearance all happen under one roof. Here's what each stage actually involves.

Stage 1: Brief & strategy

Everything starts with a clear answer to three questions: who are we talking to, what do we want them to do, and where will they see it? A tight brief is what keeps the rest of the process fast and the budget under control. We'll also agree the channel mix early — STV linear, Sky AdSmart, or a combination — because that shapes the creative.

Stage 2: Concept & script

We develop the creative idea and write the script. This is the cheapest stage to make changes, so it's where we lock the message, tone and structure. The script details everything that will appear in the ad — visuals, voiceover, on-screen text and any claims — because that's exactly what gets submitted for clearance next.

Clearcast: script approval (before you shoot)

Before filming, the script goes to Clearcast, the UK body that approves ads against the broadcast advertising (BCAP) code. Getting the script approved first is what prevents expensive mistakes — you don't want to discover a claim is non-compliant after you've shot it. Feedback usually comes back in around three working days; allow at least two weeks overall for the script stage in case a claim needs supporting evidence. (See our [Clearcast explained] page.)

Stage 3: Production (shoot or animation)

This is where the ad gets made:

- Live action: crew, cast or presenters, locations, direction — a filmed shoot.

- Animation / motion graphics: often faster and more cost-effective, and ideal for service or information messaging.

Many of the smartest productions are designed to do more than one job — one shoot or build can also produce social cut-downs and on-demand edits, stretching the budget further.

Stage 4: Edit & post-production

The footage or animation is edited, then we add voiceover, music, sound design, colour grade and any on-screen legal text ("supers"). Clearcast checks that supers are large enough and held on screen long enough to be legible, so we build that in rather than fixing it later.

Clearcast: final ad approval

The finished ad goes back to Clearcast for clearance against the approved script. As long as it matches the script and the file is technically clean, this is usually done within 2–3 working days. Standard clearance is free on the channels Clearcast covers. Each cleared ad gets a unique "clock number" used right through to transmission.

Stage 5: Delivery to broadcaster

The cleared ad is delivered to broadcaster technical spec ahead of the air date. Broadcasters typically need the file several working days before transmission, so this is planned into the timeline from the start.

Stage 6: On air

Your ad runs across the booked slots and regions. We track delivery and performance and feed that back into the next burst.

Why in-house makes this faster

The traditional model splits creative, production and media buying across separate companies — every handover adds time and cost. Elementary Spark does all of it in-house: one team, one invoice, typically 3–4 weeks brief to air, with 20+ years' experience and 500+ ads cleared and aired.

Frequently asked questions

Can I supply my own footage?

Yes — usable footage or brand assets can be edited into the ad and can reduce cost, provided everything meets broadcast and Clearcast standards.

Do I have to shoot, or can it be animated?

Either. Animation is often the faster, more affordable route, especially for explaining a service.

How long does the whole process take?

Typically 3–4 weeks from brief to air, with the Clearcast stages built into that timeline.

When does the ad get approved?

Twice: the script before you shoot, and the finished ad before it airs.

About Elementary Spark

Elementary Spark Ltd, 48 West George St, Glasgow — Scotland's creative campaign agency and an STV partner. We produce TV, radio, social and outdoor work in-house. Start a project: hello@elementaryspark.com · www.elementaryspark.com