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bulletCommercial script proposed for a brand-building national television campaign (declined, but a good concept)
 
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Target audience: Primary: grandparents, secondary: parents
 

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Copywriting goal: Convey the message that grandparents supply plenty of love to their grandkids, but they need free advice from a national nonprofit to protect their young visitors
 

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Budget was a consideration, so the script has just two actor scenes
 

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Account management by Archrival
 

Everyday Dangers Campaign
30-Second Commercial: Grandparent

VIDEO

AUDIO 

 
Room shot: Hispanic Grandma in her 50s, her dining room, which is tidy except for construction paper, tape, glue, markers, crayons and glitter spread out on the table. Four-year-old grandson at table, working.

Open doorway to kitchen in background.

Grandma and grandson walk into kitchen.
 

 
[Hear grandson: “Look what I made you, Abuela.” Grandma: “Oh, Hijo, que bonito. I’m going to put it right here so I can see it every day.”]

 

Voiceover: You count the days until the light of your life comes for a visit.

 

 
Cut to prescription bottle on living room table

Caption: poison danger

 
[Hear talking in background and music]

Voiceover: But did you know that many childhood accidents happen in grandparents’ homes?
 


Cut to hairdryer left plugged in outlet lacking GFCI in bathroom, beside water on the sink countertop

Caption: electrocution danger
 

 

 

 
Cut to chair under open window


Caption: fall danger
 

 
Voiceover: When you’re ready to injury-proof your home, the
[nonprofit name] is here for you,

 
Cut to grandma and grandson dancing in kitchen to lively music

 
Voiceover: So you can be there for him.
 

 
Pan to crudely drawn picture of house on refrigerator door, held in place by magnet embossed with nonprofit's logo

Caption:  1-800-###-####

[website URL]
 

 
Voiceover: [Nonprofit name]. Safer homes, safer families.