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Bought this the other day. It’s pretty good as far as comedy goes: https://www.amazon.com/dp/0615953891/ref=cm_sw_r_cp_api_i_eBhODbEHHNQ8E
I always like looking for non-advertising ideas for advertising inspiration.
Read any script you can find and figure out why you like it, why other people like it, or why it’s terrible (what’s missing, etc)
Write a lot of scripts for every assignment. And don’t beat yourself up. It takes some time to really master it (I am far from it). Quantity will lead to quality. I hope.
Write a :30 as a :15 and let the director fill in the rest. Give it room to breath and grow and find amazing hidden moments and jokes, depending on the tone.
Not sure I follow. How would a script written this way not work for testing?
Watch every commercial you like and think of how they would write it. Find the commonalities and use that to become your style. Only write stuff you want to make because you never know what you’ll actually have to make
I came to say what ☝🏽 ACD did, except Id go a step further and say actually write out the script. Ask some older folks around the office (over 26, just kidding) for their favorite spots of all time. Watch those and actually write them out on paper, so you see how, for instance, something gets revealed late in the spot, or how youd describe a physical action. It’s a skill to write something funny or surprising as just words on paper.
Also think about how youd present the idea, how youd sell what (at that point), only you were seeing in your head.