Advice on how to tell a good story in 15 second social ads for multiple markets. It should be social first and visually should should showcase the full product range.

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I think it’s tough but possible. Obv not a fully fleshed out story, but depending on the product, you can tell one solid joke/story in 15 sec. Don’t try to do more than that, you won’t have time. Try to shave time by using examples or scenarios that are common and an easy get at first glance. Then shave time by omitting little things you may not need to show but won’t take away from the audiences understanding. You want it to be a quick get, not leave the viewer confused about what they just watched.

Example let’s say your client is noise canceling headphones. You might wanna start on the face of a screaming baby, then slowly back out to reveal you’re on a plane and the dude next to the crying baby is asleep with the headphones on.

Something like that is quick and easy to understand for the viewer.

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Listened to Eric Kallman talking about exactly this this on Jason Bagley’s podcast. He often likes to lead with the straight salesy bit and finish with the joke. Look at his work for little caesars for some perfect 10-15 second examples.

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If it's not possible it would be nice to hear that too because I am in hell

Sorry. 😀 I wasn’t laughing at you. Just the fact that we have to “tell GOOD stories” in 15 sec social videos that no one will watch b/c we’re forced to jam in and showcase a full product range 🤦‍♂️

And of course the client won’t admit why it isn’t selling and then blame the agency.

If you have to tell a full narrative, never going to happen

I think it goes without saying that in a 15 you won’t be able to tell a full narrative, you only have that option in a 30 or 60 or longform. But you can tell one super quick “story” in a 15

As someone who went to film school, advertisers' obsession with restyling themselves as 'storytellers' is like 🙄.

Some good advice here though: approach it like a joke, a one liner, or even better: a sight gag. If comedy isn't right, think of a life moment: dropping your kids off for kindergarten, 1st date, death of a parent.

Could you use the :15 to setup or tease a bigger story that plays out on the brand site?

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