Ok.. from experience all my shooting seems to be like an advertisement. First of all I like to watch advertisment. When I watch TV I watch ads more than movies. Get lots of foreign one and look for the best ad.
First you need a plot. Something that catch attention. Understand the purpose of the ad. Is it for awareness? brand support? Just get the objective of the ad and plot accoding the objective (I ve seen a foreign ad with semi-nude standing there for 2-3 min and the last they are selling insurance).
Then understand they camera movement, the pan,zoom etc-etc. understand the lighting too. (fill lights and the stuffs).
Then shoot your subject. Get a few good takes before wrapping up. Suggested you have 2 or more camera running at the same time so you can choose the right angle. (Cost of location and cost of talents are cast are expensive)

The it goes to post production. Do not use fancy effect. It makes your film look cheap. The effect that are normally used are fade-in/out and dissolve only. Try fast cut when you want to create suspense.

Its hard to tell you all here. Hehe. I learned that for almost a year. For a begining go to the bookshop or library on how to shot and ad. Reading is good. then watch advertisent like me. I still like ads alot. Eh.. that why I am in the A&P line. Then try to imitate some good ones. then you will proceed from there. Good luck friend.

Er? No lights? Then go get rent some. You need at least 2-3 lights. and at least one ambience type to act as the fill lights. Where you study bro. your college or uni should have. Just get from them. Car accident effect in and ad? what is it for? drive safe campaign? can always throw you camera on the matress to create the effect. Or place a piece of glass in front of it and smake the glass. emulate the camera lense breaking effect.

How the light look like? You seen a production team before? Try looking into some "the making of" of some movies. Its something like a spotlight thingy with stand where you can move up and down left & right.. normally 2-3 around the subject. It looks quite similiar to the ones you see in photo studios. Its very hot. Its like sauna. Others than those light is sunlight! Maybe you can try some good torch light or omnidirectional light. No idea never tried that before. But you have to shoot it during the day. At night withot proper lighting how to see the face. Unless you doing some experimental short clips.

Lighting is an art all by itself too. doing a movie is not easy!
Got a link here http://www.ritzcamera.com/studio-lighting....and-accessories
good luck!

Well any light that can get the job done looks fine to me. A DIY light can also be quite similiar to the expensive ones. just use your creativity. Maybe some portable spot light can also do the trick.