# 30s TV Spot — Format

> The classic television advertising format. 30 seconds of polished commercial content.

## Format basics

- Length: exactly 30 seconds
- Aspect: 16:9 (TV) or vertical for streaming
- Sound-on (TV environment)
- Production-quality
- Single clear message

## Structure (PSP + CTA)

```
0-3s    HOOK
        Visual + audio attention grab
        Often relates to problem

3-12s   PROBLEM / SETUP
        Establish pain point or need
        Relatable scenario
        Build tension

12-22s  SOLUTION / PRODUCT
        Introduce brand/product
        Show how it solves
        Hero shot of product

22-28s  PROOF / BENEFIT
        Why trust it
        Result demonstrated
        Differentiator

28-30s  CTA + BRAND
        What to do
        Tagline
        Logo + URL
```

## Beat breakdown

### 0-3s Hook
Visual or verbal grab:
- Strong visual
- Question
- Surprising statement
- Familiar relatable scene

### 3-12s Problem/Setup
- Show pain point in context
- Audience relates ("That's me!")
- Tension/discomfort
- Sets up the need

### 12-22s Solution
- Brand enters
- Product shown in use
- Transformation begins
- Emotional shift (frustration → relief)

### 22-28s Proof
- Result clearly demonstrated
- Optional: testimonial, stat, visual proof
- Differentiator versus competition

### 28-30s CTA + Brand
- Logo prominent
- Tagline
- Where to buy ("at Karavan stores", "karavan.com")

## Sample 30s spot

```
TITLE: "Karavan Coffee — Morning Spot"

FADE IN:

INT. APARTMENT KITCHEN - EARLY MORNING (0-3s)

A WOMAN (32), exhausted, drags herself to coffee maker. Light grey
pre-dawn through window. She fills filter with generic supermarket coffee.

V.O. (intimate)
Some mornings, coffee just gets you through.

INT. SAME KITCHEN - MOMENTS LATER (3-12s)

She sips. Face shows: bland, disappointing. Sets cup down. Stares
at the empty pot. Day already feels long.

INT. SAME KITCHEN - DIFFERENT MORNING (12-22s)

Same woman, this time pulling a Karavan coffee bag from a shelf.
Pours beans into grinder. Camera follows the rich aroma rising.
Brews. Pours into mug. Steam rises in golden light through window.

V.O.
Other mornings, coffee starts the day.

INT. APARTMENT LIVING ROOM (22-28s)

She sits with the coffee, takes first sip. Closes eyes. Smiles —
not exhausted, but ALIVE. Looks out window to morning light.

V.O.
Karavan. The fuel for what you carry.

KARAVAN LOGO appears, gold against deep navy. (28-30s)

URL: karavan.az

FADE OUT.
```

## Key principles

### Hook variations
- Relatable problem visual
- Surprising statement
- Brand mascot/character entry
- Visual joke

### Solution presentation
- Product naturally integrated (not awkwardly held up)
- Product in context of use
- Transformation visible

### CTA strength
- Brand spoken AND shown
- URL/location easy to remember
- Tagline punchy

## Common mistakes

- Hook too long (problem starts at 8s instead of 3s)
- Product appears too late (after 18s)
- Multiple messages (focus on ONE benefit)
- Tagline cluttered
- Forgetting URL/where-to-buy
- Generic stock feel
- Weak music

## Audio design

30s TV spot has full sound:
- Music throughout (sets emotion)
- VO if used
- Sound effects for product moments
- Clean mix
- Branded sting at end

## Variations

### Direct response 30s
- Stronger urgency
- Discount mentioned
- Phone number / URL prominent
- "Call now / Visit today"

### Brand awareness 30s
- More emotional
- Less direct selling
- Lifestyle integration
- Brand sign-off only

### Product launch 30s
- Hero product shot 22+s
- Reveal moment
- "New" emphasized
- Where to find
