# Commercials

## Overview

Commercial scripts require maximum impact in minimal time, delivering clear brand messaging, emotional connection, and compelling calls-to-action within strict time constraints (typically 15, 30, or 60 seconds).

## Standard Formats

### Time Lengths
**15-Second Spot**:
- Single message
- Quick impact
- Brand awareness
- Radio/digital
- ~35-40 words

**30-Second Spot** (Most Common):
- Primary message + support
- Emotional connection
- Call-to-action
- Television standard
- ~75-85 words

**60-Second Spot**:
- Story development
- Multiple benefits
- Detailed information
- Premium placement
- ~150-170 words

### Script Format
**Two-Column Format**:
```
VIDEO                          AUDIO
--------------------------------|--------------------------------
OPEN ON: Family at             VO: Every moment matters.
breakfast table.               
                               
CU: Mom pouring cereal.        SFX: Cereal pouring.
                               
                               MOM: Who wants breakfast?
                               
KIDS raise hands excitedly.    KIDS: Me! Me!
                               
PRODUCT SHOT: Cereal box.      VO: Start your day with
                               Sunshine Cereal.
                               
SUPER: "Sunshine Cereal"       MUSIC: Upbeat jingle.
                               
LOGO                           VO: Sunshine Cereal. Brighten
                               your morning.
                               
                               TOTAL RUNTIME: :30
```

## Core Elements

### The Hook (First 3 Seconds)
**Purpose**:
- Grab attention immediately
- Stop channel surfing
- Create curiosity
- Establish tone

**Techniques**:
- Striking visual
- Provocative question
- Unexpected moment
- Relatable problem
- Humor
- Emotion

### The Message
**Clarity**:
- One primary message
- Simple and direct
- Easy to understand
- Memorable
- Benefit-focused

**Bad**: "Our revolutionary patented technology..."
**Good**: "Cleans better. Lasts longer."

### The Call-to-Action (CTA)
**Requirements**:
- Clear and specific
- Easy to remember
- Actionable
- Urgent (when appropriate)
- Repeated (if time allows)

**Examples**:
- "Call now"
- "Visit our website"
- "Available at retailers nationwide"
- "Download the app today"
- "Limited time offer"

### Brand Integration
**Guidelines**:
- Show product clearly
- Mention brand name 2-3 times
- Logo visible at end
- Brand colors/identity
- Consistent voice

## Storytelling Approaches

### Problem-Solution
**Structure** (30 seconds):
1. **Problem** (0-10s): Show relatable issue
2. **Solution** (10-20s): Introduce product
3. **Benefit** (20-25s): Demonstrate result
4. **CTA** (25-30s): Call-to-action + logo

**Example**:
```
PROBLEM: Stained shirt, frustrated person
SOLUTION: Introduce stain remover
BENEFIT: Shirt looks new
CTA: "Get it at Target. Today."
```

### Lifestyle/Aspirational
**Approach**:
- Show desired lifestyle
- Associate product with aspiration
- Emotional connection
- Minimal problem focus
- Positive imagery

**Example**: Luxury car commercial showing adventure and freedom

### Testimonial
**Structure**:
- Real person (or actor as real person)
- Authentic experience
- Specific benefits
- Credible delivery
- Relatable situation

### Demonstration
**Focus**:
- Show product in action
- Prove claims visually
- Before/after
- Comparison
- Clear results

### Humor
**Guidelines**:
- Memorable and shareable
- Relevant to product
- Not offensive
- Clear brand connection
- Doesn't overshadow message

### Emotional
**Approach**:
- Tug at heartstrings
- Create connection
- Tell mini-story
- Associate emotion with brand
- Authentic feeling

## Writing Techniques

### Concise Language
**Rules**:
- Every word counts
- Cut unnecessary words
- Active voice
- Strong verbs
- Specific nouns

**Bad** (12 words):
"Our product is designed to help you achieve better results."

**Good** (4 words):
"Get better results. Guaranteed."

### Conversational Tone
**Guidelines**:
- Write how people talk
- Use contractions
- Simple vocabulary
- Natural rhythm
- Avoid jargon

### Repetition
**Strategic Use**:
- Brand name (2-3 times)
- Key benefit
- Call-to-action
- Tagline
- Memorable phrase

### Power Words
**Effective Words**:
- New
- Free
- Guaranteed
- Proven
- Easy
- Now
- Save
- You

## Visual Storytelling

### Show, Don't Tell
**Principle**:
- Demonstrate benefits visually
- Let images carry message
- Minimal voiceover
- Product in action
- Visual metaphors

### Product Shots
**Requirements**:
- Clear and prominent
- Well-lit
- Multiple angles
- In use
- Final "hero shot"
- Minimum 3-5 seconds at end

### Supers (Text Overlays)
**Usage**:
- Brand name
- Website/phone number
- Key benefit
- Price/offer
- Disclaimer
- Call-to-action

**Guidelines**:
- Large, readable font
- High contrast
- On screen long enough to read
- Not too much text
- Reinforce audio message

## Audio Elements

### Voiceover
**Characteristics**:
- Professional delivery
- Appropriate tone
- Clear enunciation
- Paced for time
- Matches brand personality

**Tone Options**:
- Authoritative
- Friendly
- Urgent
- Warm
- Energetic
- Sophisticated

### Music
**Purpose**:
- Set mood
- Create emotion
- Brand recognition
- Energy and pacing
- Memorability

**Types**:
- Jingle (brand-specific song)
- Licensed track
- Original score
- Sound design

### Sound Effects
**Usage**:
- Product sounds
- Attention-grabbers
- Transitions
- Emphasis
- Realism

## Category-Specific Approaches

### Retail
- Price emphasis
- Limited time offers
- Multiple products
- Store locations
- Sale urgency

### Automotive
- Lifestyle imagery
- Performance features
- Financing offers
- Test drive CTA
- Dealership info

### Food/Beverage
- Appetite appeal
- Taste/quality focus
- Lifestyle association
- Availability
- Craveable imagery

### Technology
- Innovation emphasis
- Ease of use
- Problem-solving
- Specifications (brief)
- Where to buy

### Pharmaceutical
- Condition awareness
- Treatment benefits
- Doctor consultation CTA
- Side effects (required)
- Hopeful tone

### Financial Services
- Trust and security
- Benefit clarity
- Simplicity
- Credibility
- Contact information

## Legal and Ethical

### Disclaimers
**Requirements**:
- Required disclosures
- Readable text size
- Sufficient duration
- Clear audio
- Accurate information

**Common Disclaimers**:
- "Results may vary"
- "Professional driver, closed course"
- "See dealer for details"
- "Limited time offer"
- "Side effects include..."

### Truth in Advertising
**Rules**:
- No false claims
- Substantiate claims
- Avoid deception
- Clear pricing
- Honest comparisons

### Compliance
**Considerations**:
- Industry regulations
- FTC guidelines
- Network standards
- Age-appropriate content
- Cultural sensitivity

## Best Practices

### DO
✅ Hook in first 3 seconds
✅ Focus on one main message
✅ Show product clearly
✅ Include strong CTA
✅ Repeat brand name 2-3 times
✅ Write for the ear
✅ Time script precisely
✅ Show benefits, not features
✅ Create emotional connection
✅ End with logo and CTA

### DON'T
❌ Cram too much information
❌ Use complex language
❌ Hide the product
❌ Forget call-to-action
❌ Make unsubstantiated claims
❌ Ignore legal requirements
❌ Overshadow message with creativity
❌ Use offensive content
❌ Neglect brand consistency
❌ Exceed time limit

## Timing Breakdown

### 30-Second Commercial
**Typical Structure**:
- **0-3s**: Hook/attention grabber
- **3-10s**: Problem or setup
- **10-20s**: Product/solution
- **20-25s**: Benefit/demonstration
- **25-28s**: Call-to-action
- **28-30s**: Logo/tagline

### 15-Second Commercial
**Condensed Structure**:
- **0-2s**: Hook
- **2-8s**: Product + benefit
- **8-12s**: Call-to-action
- **12-15s**: Logo/tagline

## Script Example

**30-Second Spot**:
```
VIDEO                          AUDIO
--------------------------------|--------------------------------
OPEN: Woman struggling         SFX: Alarm clock beeping.
with tangled hair.             
                               WOMAN: Ugh, not again.
                               
CU: Frustrated expression.     
                               
PRODUCT SHOT: Detangler        VO: Introducing Smooth Glide
spray.                         Detangler.
                               
Woman sprays hair.             SFX: Spray sound.
                               
Brush glides through easily.   VO: Glides through knots.
                               No pulling. No pain.
                               
Woman smiles, confident.       WOMAN: Finally!
                               
PRODUCT SHOT with price.       VO: Smooth Glide. Just $9.99.
                               
SUPER: "Available at Target"   VO: Available at Target and
                               online.
                               
LOGO                           VO: Smooth Glide. Tangle-free
                               mornings.
                               
                               TOTAL: :30
```

