Completely revised and updated, this book is still the definitive step-by-step guide to creating cutting edge TV commercials. The book explores everything from how television communicates, how to get great television ideas, how outstanding commercials are structured, and how concepts should be executed. Step behind the famous campaigns of leading agencies around the world and share the personal experiences of over 60 creative leaders. Salient Features An irreverent yet invaluable collection of opinions and advice from the world s leading advertising gurus Over 200 TV commercials featured in full-colour A detailed, step-by-step guide to how truly cutting edge commercials is developed and crafted, including how markets around the world today are changing.