The gap between Direct Response and pure Brand commercials has narrowed - particularly since the advent of the internet and the ease of website response mechanisms. This has led to the creation of a new genre of TV advert:-
Brand Response commercials or BRTV.
As short, snappy and clever as traditional branding commercials, the response element is still of paramount importance. Usually running to just 30 seconds, they lend themselves perfectly to traditional media buying patterns.
If you are looking to produce a commercial which promotes and protects your brand whilst simultaneously gathering responses -