Tell a complete story in seconds—situation, complication, resolution.
"What's the shortest complete story about our benefit?"
Work through these questions to generate ideas:
Ideas in this space might look like:
"What's the shortest complete story about our benefit?"
30-second complete narrative arc: hungry person transforms into Betty White eats Snickers returns to normal self. Situation (hunger crisis) to Complication (identity loss) to Resolution (Snickers fixes it).
Multiple 30-second Super Bowl spots subverting other ad genres (car beer jewelry) with twist ending revealing clean clothes = Tide Ad. Each spot is complete mini-narrative with unexpected resolution.
60-second story of child in Darth Vader costume attempting to use The Force on household objects. Fails repeatedly until dad secretly starts car with remote. Complete emotional arc from frustration to wonder.
