A good ad can stick in your memory for years. For people growing up in the early millennium, the Minute Maid spot featuring actor Robert Loggia has established so much cultural credibility it’s become a meme. Generationally, that’s the same kind of honor bestowed upon Wendy’s “Where’s the beef?” ad, which even got played at a presidential debate. It’s a funny ad, though an advertising script’s objective is not to make you laugh, but to provide the producer with the materials necessary to sell the product or service. Unlike a film script, which can be detailed, an ad script only gives the broad strokes of a scenario, like a storyboard. Here’s how to write a compelling advertising script.
Research and Review Company Mission Statement
You don’t want to come in with a commercial concept that goes against the company’s stated goals and beliefs, which are always made explicit in the organization’s mission statement. Having a good understanding of their goals will only help yours. It’s also useful to look back at past advertisements the company considers successful.
Check Out the Competition
Getting a sense of how the competition has been selling their brand will give you a good idea of what’s worked and what hasn’t. While it’s important not to copy them, their work can inspire the direction of your own: do you want to do something similar or go the opposite direction?
Understand Your Audience
Knowing your audience means speaking to them in a language they understand and appreciate. An ad for baby carriers is going to employ different language than an ad for a dating site. A baby carrying ad might address themes of family, love and security. A dating site would likely carry a hopeful message.
Cultural References Recommended
You probably don’t want to refer to an obscure horror movie you personally love in a commercial meant to appeal to the masses, but there are some cultural touchstones with which we’re all, at least, vaguely familiar with, and we appreciate it when we recognize them. Shakespeare, historical events, and recent history, are all things of which we have basic knowledge, use them to your advantage when applicable.
Keep it Simple
Always remember the length of an advertisement, as you’re writing for time and time is brutally short. You only have 15-30 seconds to grab a wide audience’s interest, so get to the point quickly (those pop culture references can help quickly establish scenes).
Remember the Call-To-Action
No advertisement is complete without a call-to-action, imploring potential customers to call or visit the website for further information, or to purchase the product. This can be said out loud, but if it doesn’t fit the scenario, it can just appear onscreen as text.
The best ads, whether they premiered during the Superbowl, or just worked their way into our public consciousness through cleverness, can leave an indelible, once-in-a-generation impression on their audience. Every generation, just a handful of such ads are made.
Kenny Hedges | Contributing Writer
