Creating a Storyboard
By robb ponton
•Presents a series of small sketches w/
accompanying description of action, plus
•Gives advertiser an approx. idea of what
the ad will look like.
•Copywriter & art director come up w/
Storyboards: Why they are better
•Allows you to think in terms of pictures.
•All people involved can ‘see’ concept
•Errors in visualization will be seen &
•Can be used as shooting script that
suggests camera angle & staging
•Close-ups, camera moves & optional
effects can be indicated.
Number of Words in TV Ad
•Most radio announcers: 160 to 170 words-a-minute
•Delivery rate hard to define (pauses & multiple
speakers per ad )
•Most effective TV ad: 101 -141 wpm.
•Some good ads: no words
•KISS: Keep It Simple, Stupid
•20 words for 10 sec, 30 for 15 sec, 60-65 for 30 sec ad
•Practice -Practice -Practice
What To Consider When Writing A
Medieval “Christian vs Muslim” TV Ad
•The Idea: Attract which motive? Love, Economics, Pride?
•What is new or unique about product, idea, way of life?
•What benefits does it offer?
•Present your side of the story.
•Compare and Contrast
•Demonstrate.-Show product, idea, way of life in a favorable
light or competitor in an unfavorable light.
•Respect people of all walks of life.
•Simplicity: Keep to 1 -2 principal points
15-30 sec Ad
• Headline – reason why
• Select dominant sales point
• Humor can be very effective
‘Originality’ can be dangerous
Don’t forget that this ad is not
designed to express talent/ego –
it’s to give info about your topic.
Must be done tastefully,
sensitively & with intelligence
Mac: “Hello, I’m a Mac.” PC: “I’m a PC.”
(moves arms back and forth)
Mac: “Ready to get started?” PC: “Oh, not quite. I’ve got a lot
to do. What’s your big plan?”
Mac: “I might make a home Mac: “So, what about you?”
movie, or create a web site, try PC: “Well first I’ve go to download those new
my built in camera. I can do it all drivers and erase the trial software that came
right out of the box.” on my hard drive …”
Mac: “Sweet.” Mac: “You know, it sounds like you’ve got a lot of
PC: “and I’ve got a lot of manuals to read.” stuff to do before you do any stuff, so I’m just
gonna get started cause I’m kinda excited… ”
Mac: “Let me know when you are ready.”
PC: “Actually, the rest of me is in some other Silence: Show product.
boxes so … I’ll met up with you later.”
“The ability to think better will soon become the most
significant competitive advantage companies and
individuals can claim. Thinking better is what it is all about. -
Think Better by Tim Hurson
Find the Opposing Forces
Brain Storm Ideas
Pope Urban versus a
Lord or Knight
Medieval vs Islamic
handling of the Black
Saladin vs King
Richard the Lionheart
Find the Unexpected Connection
Christian Knight versus
Armor vs cool clothing
Christian Knight Islamic Warrior
Advantages Disadvantages Disadvantages of Advantages of
of Armor of Light Clothing Armor Light Clothing
“The unexpected connection is more powerful
than one that is obvious.”
– Think Better by Tim Hurson
It’s freezing outside so you put on your long
underwear, a turtleneck, a sweater, sweatpants,
snow pants, a parka, boots, a hat, gloves, and
maybe even a face mask. You look like Humpty
Dumpty and you can barely move, but you’re
finally ready to head outside and do some
serious snowball throwing. But no sooner do you
make it outside than you realize this: ‘Oh, man…
I gotta go to the bathroom.’
Now you know how a knight felt in the Middle
-Oh Yikes! History’s Grossest, Wackiest Moments by Joy Masoff