non profit tv commercial write

PA G E 16

Problem-Solution Demonstration Spokesperson Higher Level Benefit

•Identify a believable and relatable problem

•Introduce the product as a realistic solution

•Show a user experiencing benefits or satisfaction from using the product

•Demonstration & execution is the main focus of the spot.

•Often use closeups and extreme closeups

•Often compare brands

•Variations: endorsement, testimonial, sponsor

•Choose a relatable or well-known person

•Appropriate for the product or client

•A product or service’s greater purpose

•Extending beyond tangible features

•Ecumenical & unifying