directing Making a Commercial

Hello! Recently my boss approached me, know I am a cinematography student, and asked me to make a commercial for the small business. It's a cleaning business and I have never made a commercial before. This would be my first project outside of school assignments. I have absolutely no idea where to start and I'm a bit intimidated by the task. Does anyone have any advice?
 
What @sfoster said! Is the company competing on price? Reputation? Because it's a family-owned business that's been around for x number of years?

Figure out the selling point, then tell a (short!) story around that.

You'll also need to consider whether the owner and/or employees will appear in the commercial, or if actor(s) will be hired.
Thank you so much! I really appreciate you taking the time to give me some advice. :)
 
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