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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