How do you say everything in 30 seconds?
You don't.
You say the single most important thing in 30 seconds and you say it in a way that makes it unforgettable.
Writing scripts for TV and Radio is quite a skill. When you get down to it, 30 seconds is not very long at all. So a script writer has to be extremely efficient with words. For TV it also requires visual thinking and an understanding of the medium, the options for FX, music, voice over, transitions, animations and so on.
There is plenty to choose from.
Radio is about engaging the imaginations of your audience and have them think up their own pictures for your commercial. With Radio crucial elements to consider are your voice over, music and sound FX.
TV and Radio are dynamic and fun media to work with and done properly, with simple, memorable concepts driving them they can be a powerful tool for your brand.
We have a great TV concept just sitting here actually, waiting for the right client.
It starts like this:
'We open on a tropical beach, surrounded by cocktails and scantily clad super models...'