In an ideal world, the filming of all television ads would follow the exact wording of an approved pre-production script.
Knowing copy has been accepted by us in advance gives you confidence that your ad will air. But of course, we don’t live in an ideal world. Very often a precise pre-production script can’t be written because elements of the ad will be created on the day of filming.
Clearance isn’t given at this stage, but clear guidance is, which gives the production team the opportunity to do additional takes if required and to create a compliant edit from a well-informed position.