When it comes to finishing-up a TV advert, there always seems to be a big hoo-ha over whether to deliver the endline as a VO, a Super, or both. And Creatives spend endless hours sweating this.

Don't. It's really very straightforward.

'Super only' is the best thing to have, because it's the purest and the simplest.

The next best thing is VO and Super together.

The 'VO only' option? I can't recall a single ad that uses it. Reason being that the client will always want to see at least their logo on the ad. And why not?

This means there will always be a Super of some kind. Therefore, if you want your ad to be as pure and uncluttered as possible, you should focus your energies on trying to eliminate the VO. You will never eliminate the Super.

I don't think I've ever worked on an advert where we failed to try every possible combination of VO / Super / endline / brand name. So it may also be beneficial to simply stop worrying, and accept that you are going to end up having to try them all.

Most likely you will end up having to have both a Super and a VO. If this is the case, at least make sure they are saying exactly the same thing. There's nothing worse than an ad which is trying to have you read one set of words while they pour another set into your ear. It's like trying to rub your tummy and pat your head at the same time.

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