While the following images are video stills, the same retouching principles that work on photos work with videos. Video is somewhat more limited in what can be done as one is working with a series of moving images. My color treatment always has a purpose: to enhance the mood of the image, to better represent what the image felt like at the time it occurred so the viewer feels more than what the raw footage offers.
Raw photo and then after color grading in Photoshop.
Before, raw materials, and after. Color makes a big impact for a summer sale, which was the goal of these ads.