Scripts: They’re What Commercials Are Made Of.

This week in IMC 634: Digital Storytelling, we’ve been learning about all aspects of script writing, from camera direction to audio.

What’s the best way to learn how to craft a stellar commercial script? Why, you must dissect a stellar commercial! I promise this is nothing like biology class in high school. Dissecting a commercial does not involve formaldehyde or sharp objects — just time and the ability to look differently at what we see every day. So here it goes — my attempt at recreating the scripts of two popular thirty-second ads:

Script One: AT&T Cutest Kid TV Commercial

Video Audio
1. Wide shot (WS) of four kids and one man. We see one girl and one boy seated on each side of the man at a child-sized table in an elementary school classroom. Kids are looking at the man. Man: Why is it better to get what you want now instead of later?
2. Medium shot (MS) of boy and girl to the man’s left. Girl [with lisp]: Because you don’t want to wait to eat your raisins.
3. WS of four kids and one man. Man is looking at girl to his left. Man: You don’t want to wait to eat your raisins?
4. Medium shot (MS) of boy and girl to the man’s left. Both kids are looking at the man. Girl 1: No!
5. WS of four kids and one man. Man is looking at Girl to his left. Man: Why not?
6. Medium shot (MS) of boy and girl to the man’s left. Both kids are looking at the man Girl [with lisp]: Because they’ll turn into grapes.
7. WS of four kids and one man. Man is looking at Girl to his left. Man: Not sure that’s the way it works.
8. Medium shot (MS) of boy and girl to the man’s left. Girl is smiling and looking at man; boy is staring off to the right with his hands folded on the table. Girl [with lisp]: Yeeesss!
9. WS of four kids and one man. Man is looking at Girl to his left. Man: Are you competing for cutest kid right now?
10. Medium shot (MS) of boy and girl to the man’s left. Girl is smiling and looking at man; boy is looking at girl. Girl [with lisp]: Yes.
11. WS of four kids and one man. Man is looking at Girl to his left. Man: And what place are you in?
12. Medium shot (MS) of boy and girl to the man’s left. Girl is smiling and looking at man; boy is looking at girl. Girl [with lisp]: Kindergarten.
13. WS of four kids and one man. Man is looking at Girl to his left. Man: Thaat’s adorable.
VO: It’s not complicated.
14. Light gray screen with font: “Now is better.” Happy AT&T jingle plays.

VO: Now is better.

15. Light gray screen with font: AT&T is the nation’s FASTEST and now MOST RELIABLE 4G LTE network. (Orange graphic of the United States with light-gray legal disclaimer text that is hard to read). Happy AT&T jingle plays.

VO: AT&T is the nation’s fastest and now most reliable 4G LTE network.

16. Light gray screen with AT&T logo and text reading AT&T changes to Rethink Possible with att.com/network underneath. End of AT&T jingle plays.

Script Two: Geico: Ickey Shuffle — Did you know.

 

Video Audio
1. Wide shot (WS): Dentist working on male patient lying in a dental chair. Dentist is not paying attention to what he is doing; instead he is looking up and to his left. Patient has his eyes closed. Light sounds of dental instruments such as water and spit vacuum.

 

Dentist: Huh.

2. Close up (CU): TV mounted on dental office wall. TV is displaying the Geico gecko reads “15 minutes could save you 15%” Light sounds of dental instruments such as water and spit vacuum.

Dentist: 15 minutes could save you 15 percent or more on car insurance.

3. CU: Patient with dentist’s gloved hands working in his mouth with dental instruments. Patient is staring up at the TV not in the shot. Light sounds of dental instruments such as water and spit vacuum.

Patient [garbled]: Everybody knows that.

4. Medium shot (MS): Dentist and patient. Dentist is looking blankly at camera and then shifts his gaze to patient. Patient looks up at dentist with confused look. Light sounds of dental instruments such as water and spit vacuum.

Dentist [matter-of-fact voice]: Well did you know that former pro football player Ickey Woods will celebrate almost anything?

Patient [Garbled whisper, as if in somewhat in pain]: Uh-uh

5. CU: Older male deli clerk behind a grocery store delicatessen counter in a grocery store. Shot begins with him looking over his right shoulder at a digital, light-up sign behind him is displaying the number 44. Buzzer going off.

Deli Clerk [loud voice, not yelling]: Number forty-four.

6. WS: Supermarket deli aisle. Ickey Woods is standing in front of the deli counter with a shopping cart. Raises his left arm with a piece of paper (deli number) in his left hand. Two women in line at the deli counter and another woman shopping the cooler case are looking at Ickey. Elevator music lightly playing in background.

Ickey Woods [excited shouting]: WOOOO! Forty-four, that’s ME!

7. WS: Ickey Woods does the Ickey Shuffle in the deli aisle. Three women and deli clerk stare at him. Elevator music lightly playing in background.

Ickey Woods [chants while shuffling]: Get some cold cuts, get some cold cuts get some cold cuts.

8. WS: Ickey Woods spikes a package of food (looks like deli meat) onto the ground with his right hand like it’s a football Elevator music lightly playing in background.

Ickey Woods [excited screaming]: WOOOO!

9. MS: Two women at deli counter. One lady is staring at Ickey with a half-smile. The other lady is looking at the deli clerk with a “he’s crazy” expression on her face. Elevator music lightly playing in background.

Ickey Woods [excited shouting]: Gonna get some cold cuts today!

10. WS: Ickey walks over and high-fives deli clerk and jumps.

White “Geico” logo comes across screen. Beneath it reads, “Share the shuffle at Ickeyfy.com.”

Elevator music lightly playing in background.

Ickey Woods [celebratory shout after high-five, before jump]: Wooo!

VO: Geico. 15 minutes could save you 15 percent or more on car insurance.

11. WS: Ickey walks away from the deli counter, still holding his deli number in his left hand. He jumps around and does a few shuffle steps. The two ladies at deli counter and deli clerk are watching him. Elevator music lightly playing in background.

Ickey Woods [excited shouting]: Forty-four ladies, that’s me! WOOO! Gonna get some cold cuts today!

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A Tale of Two Creative Briefs: Davis Drug & BaubleBar

Creative Brief #1:
Client: Davis Drug
Type: 60-90 second digital spot

 davis-welcome

Focus: Davis Drug wants to tell a story about their unique drug compounding services. The small, local drug store hopes to get this message across with a branding video that does not exceed 90 seconds in length. Davis Drug wants to show the audience that medications should not be a one-size-fits-all product. Instead, compounding personalized prescriptions tailored to each individual’s specific health needs is a more effective way to improve quality of life and treat illness with medication.

Issues: When it comes to Davis Drug and medication compounding, there are a few issues that need to be addressed — and overcome — by its brand story. These issues are as follows:

  • A lot of people are unfamiliar with drug compounding.
  • Compounded drugs aren’t FDA-approved. This makes the safety and effectiveness of such medications questionable.
  • The idea that Davis Drug is not as convenient as big-box drugstores because there is only one location in the Hampton Roads area and hours of operation are limited.

Audience: The audience for this message will focus on families and senior citizens living in the Hampton Roads area of Virginia. This will include males and females ages 25-75, both military personnel and civilians, living or working within the delivery limits for the pharmacy.

Content Points:

  • According to the U.S. Food and Drug Administration (FDA), drug compounding is when a licensed pharmacist combines, mixes or alters the ingredients of a drug to create a medication tailored to the specific needs of an individual patient. This is helpful when trying to avoid certain ingredients and dyes that may trigger an allergic reaction, when a unique dosage size is needed or when drugs are best administered outside of pill or liquid form (e.g. lollipops, lozenges, topical creams and more).
  • The FDA states that, “Compounded drugs made using poor quality practices may be sub- or super‑potent, contaminated, or otherwise adulterated.” Davis Drug is locally owned and operated by a pharmacist who is expertly trained in drug compounding and continues to attend post-graduate training on the latest compounding techniques. Likewise, Davis Drug only uses state-of-the-art equipment and high-quality, FDA-approved ingredients when compounding medications. As a result, they can fill customized prescriptions for each individual member of the community — from little ones to seniors and even four-legged family members!
  • Davis Drug offers a free prescription delivery service to office and residential locations throughout Hampton Roads. This makes filling your prescriptions at the local pharmacy easy and convenient, especially if you don not live nearby or cannot drive to the store during operating hours. In emergencies, the owner  has been known to come in and fill prescriptions outside of regular business hours.

Brand: No two patients are alike, that’s why Davis Drug focuses on the individual by safely and expertly compounding medications to fit your specific needs. Davis Drug is more than just a pharmacy — it’s your pharmacy.

Creative Brief #2:
Client: BaubleBar
Type: 60-second digital spot

BaubleBar-Women’s-Jewelry

Focus: Many retailers think of costume jewelry as an afterthought, creating a brand void in fashion jewelry. BaubleBar, a fairly new e-commerce company is working hard fill that empty space by positioning itself as the brand for affordable bling. The company operates on a business strategy that utilizes a consolidated supply chain to offer an extensive collection of chic, on-trend fashion jewelry at varying price points. Utilizing a 60-second digital spot, BaubleBar wants to make sure that every woman’s wardrobe can be uniquely accessorized with quality pieces that are budget-friendly.

Issues: The biggest issue that BaubleBar needs to address is the fact that buying jewelry is very personal. The fact that a shopper cannot try on a piece to see how it looks on her is a huge negative for the brand. As an e-commerce store, the BaubleBar needs to find a way to take the hesitation out of buying necklaces, earrings and bracelets online.

Audience: This message will target women ages 20 to 40 in the United States. This demographic is the most likely to accessorize their wardrobes using the latest trends in fashion and jewelry.

Content Points:

  • SWAT Team: BaubleBar utilizes the Internet to provide top-notch customer service. Its SWAT (Service With Accessorizing Talent) team is ready and willing to help, either via online chat or they’ll even call you if you if you want — all within 24 hours or less of your initial request. Consumers can ask SWAT stylists for help with everything from product and fashion advice to technical support.
  • Third-Party Associations: BaubleBar offers hundreds of different styles of necklaces, bracelets and earrings, including exclusive designs from celebrity guest “Bar Tenders.” Currently, the brand features a collection by supermodel Alessandra Ambrosio. BaubleBar also set out to increase its offline exposure through partnerships with retailers like Nordstrom and Anthropologie.
  • Vault Points: BaubleBar’s customer loyalty program adds to its brand resonance by instilling a sense of community for consumers while helping to create attitudinal attachments to the brand and generating behavioral loyalty. By giving customers a way to get more value out of their purchases, the Vault Points program helps to guarantee customers make repeat purchases. Likewise, it reinforces a sense of value and affordability between the consumer and the brand.
  • Shipping and Packaging: BaubleBar offers free shipping on all orders and returns with no minimum purchase required. BaubleBar’s unique packaging helps to build the brand’s image of being creative, fashionable and fun. It also instills a sense of quality as each piece comes with a storage bag similar to expensive jewelry brands such as Tiffany’s.

Brand: BaubleBar.com is where one can always find unique, high-quality fashion jewelry and accessories that are on trend and reasonably priced.