This might seem a bit odd considering TreBrand specializes in audio branding, but silence can be vital to a successful TV commercial. However, I wouldn’t advise this for radio – you might get someone fired.

Below are two commercials that have used silence quite well.

MADD Canada

Although not complete silence the dramatic point is made with only ambient sounds.

International Level Crossing Awareness Day (ILCAD)

A similar style commercial, but a more dramatic use of silence.

You can think of silence in commercials like white space in print advertising – it’s a palette cleanser for the ears. I suggest that you use silence to emphasize something, a call to action maybe, but also for dramatic effect like the videos above.

Have you experimented with silence in your ads? Let me know your experience in the comments section.