@mytechtoday/augment-extensions 2.4.0 → 2.5.0

package/augment-extensions/writing-standards/screenplay/commercials/rules/commercial-formats.md

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+# Commercial Formats: Duration-Specific Guidelines
+
+## Overview
+
+Commercial length dictates structure, pacing, and creative approach. Each format has unique constraints and opportunities. This guide provides specific rules, word counts, timing breakdowns, and best practices for all standard commercial durations.
+
+## Format Comparison Table
+
+| Duration | Word Count | Sentences | Key Points | Best Use Case | Cost Factor |
+|----------|------------|-----------|------------|---------------|-------------|
+| 6-second | 8-12 words | 1 | 1 (brand awareness) | Digital pre-roll, bumpers | 1x |
+| 15-second | 30-40 words | 2-3 | 1-2 (simple message) | Radio, digital, TV filler | 2x |
+| 30-second | 60-75 words | 4-6 | 2-3 (standard message) | TV, streaming, radio | 4x |
+| 60-second | 140-160 words | 8-12 | 3-5 (full narrative) | Premium TV, brand storytelling | 8x |
+| 90-second | 210-240 words | 12-18 | 4-6 (complex story) | Infomercial intro, brand films | 12x |
+| 2-minute | 280-320 words | 16-24 | 5-8 (detailed explanation) | Direct response, product demos | 16x |
+| 5-minute | 700-800 words | 40-60 | 10+ (comprehensive) | Infomercials, brand documentaries | 40x |
+| 30-minute | 4,200-4,800 words | 240-360 | 20+ (full program) | Long-form infomercials | 240x |
+| 60-minute | 8,400-9,600 words | 480-720 | 40+ (documentary) | Brand documentaries, sponsored content | 480x |
+
+## 6-Second Commercials (Bumpers)
+
+### Specifications
+- **Word Count:** 8-12 words maximum
+- **Sentences:** 1 (maybe 2 very short)
+- **Structure:** Brand + tagline OR hook + brand
+- **Pacing:** Extremely fast, no wasted frames
+
+### Best Practices
+- **Logo/brand must be visible entire duration**
+- **One visual idea only**
+- **Audio: Music sting or single voiceover line**
+- **No complex messaging—brand awareness only**
+- **Often used as "reminder" after longer spot**
+
+### Timing Breakdown
+- 0:00-0:02 - Visual hook or brand reveal
+- 0:02-0:05 - Tagline/message delivery
+- 0:05-0:06 - Brand reinforcement
+
+### Example Scripts
+
+**Example 1: Fast Food**
+```
+[OPEN ON: Burger being assembled in fast-motion]
+VOICEOVER: "Hungry? McDonald's."
+[LOGO]
+```
+
+**Example 2: Streaming Service**
+```
+[OPEN ON: Netflix logo animation]
+VOICEOVER: "Your next obsession awaits."
+[LOGO HOLD]
+```
+
+**Example 3: Automotive**
+```
+[OPEN ON: Car speeding past camera]
+SUPER: "The New Apex. Coming Soon."
+[LOGO]
+```
+
+## 15-Second Commercials
+
+### Specifications
+- **Word Count:** 30-40 words
+- **Sentences:** 2-3 short sentences
+- **Structure:** Hook + benefit + CTA
+- **Pacing:** Fast, every word counts
+
+### Best Practices
+- **Single message only—no room for complexity**
+- **Hook in first 2 seconds**
+- **CTA in final 3-4 seconds**
+- **Visual storytelling > dialogue**
+- **Often paired with 30-second version**
+
+### Timing Breakdown
+- 0:00-0:03 - Hook (visual or audio)
+- 0:03-0:10 - Benefit demonstration
+- 0:10-0:15 - CTA + brand
+
+### Example Scripts
+
+**Example 1: Insurance (Problem-Solution)**
+```
+0:00-0:03
+[OPEN ON: Car accident (toy cars)]
+VOICEOVER: "Accidents happen."
+
+0:03-0:10
+[REVEAL: Real car, protected]
+VOICEOVER: "SafeGuard Insurance has you covered."
+
+0:10-0:15
+VOICEOVER: "Get a quote in 60 seconds. SafeGuard.com."
+[SUPER: SafeGuard.com]
+```
+
+**Example 2: Retail (Promotional)**
+```
+0:00-0:03
+[OPEN ON: "50% OFF" graphic, dynamic]
+VOICEOVER: "Fifty percent off everything."
+
+0:03-0:10
+[MONTAGE: Products, fast cuts]
+VOICEOVER: "This weekend only at Target."
+
+0:10-0:15
+VOICEOVER: "In stores and online. Target."
+[LOGO]
+```
+
+**Example 3: Tech Product (Feature Focus)**
+```
+0:00-0:03
+[OPEN ON: Phone screen, fingerprint unlock]
+VOICEOVER: "Unlock with a touch."
+
+0:03-0:10
+[DEMONSTRATE: Face ID, seamless]
+VOICEOVER: "Or a glance. iPhone 15."
+
+0:10-0:15
+VOICEOVER: "Available now at Apple.com."
+[LOGO + URL]
+```
+
+### Word Count Guidelines
+- **Voiceover:** 30-35 words (comfortable pace)
+- **On-screen text:** 5-10 words maximum
+- **CTA:** 8-12 words
+- **Total:** Should feel unhurried despite short duration
+
+## 30-Second Commercials (Industry Standard)
+
+### Specifications
+- **Word Count:** 60-75 words
+- **Sentences:** 4-6 sentences
+- **Structure:** Problem-solution-CTA OR narrative arc
+- **Pacing:** Moderate, room for storytelling
+
+### Best Practices
+- **Most versatile format**
+- **Full problem-solution structure possible**
+- **2-3 key messages maximum**
+- **Emotional connection achievable**
+- **Standard for TV, streaming, radio**
+
+### Timing Breakdown (Problem-Solution)
+- 0:00-0:08 - Problem/hook (establish need)
+- 0:08-0:22 - Solution (product demonstration)
+- 0:22-0:30 - CTA + brand reinforcement
+
+### Timing Breakdown (Narrative)
+- 0:00-0:10 - Setup (introduce character/situation)
+- 0:10-0:20 - Conflict/transformation
+- 0:20-0:30 - Resolution + CTA
+
+### Example Scripts
+
+**Example 1: Healthcare (Problem-Solution)**
+```
+0:00-0:08 - PROBLEM
+[OPEN ON: Man at pharmacy counter, frustrated]
+MAN: "My prescription costs how much?"
+PHARMACIST: "Three hundred dollars."
+
+0:08-0:22 - SOLUTION
+[TRANSITION: Same man, using app]
+VOICEOVER: "GoodRx finds you the lowest price. 
+Same prescription, same pharmacy."
+[SHOW: Price comparison, $45]
+MAN: "Forty-five dollars. Thank you."
+
+0:22-0:30 - CTA
+VOICEOVER: "Download GoodRx free. Save up to 80%."
+[SUPER: GoodRx.com - Free App]
+[LOGO]
+```
+
+**Example 2: Automotive (Emotional Narrative)**
+```
+0:00-0:10 - SETUP
+[OPEN ON: Father and teenage daughter in car]
+[Awkward silence]
+DAUGHTER: "So... how was work?"
+FATHER: "Good. You?"
+
+0:10-0:20 - TRANSFORMATION
+[Music starts, they both relax]
+[Conversation becomes natural, they laugh]
+VOICEOVER: "The journey matters as much as the destination."
+
+0:20-0:30 - RESOLUTION + CTA
+[PULL BACK: Reveal car brand]
+VOICEOVER: "The new Honda Accord. Bringing families together."
+[SUPER: TestDrive.Honda.com]
+[LOGO]
+```
+
+**Example 3: Food Delivery (Lifestyle)**
+```
+0:00-0:10 - SETUP
+[OPEN ON: Group of friends, game night]
+FRIEND 1: "I'm starving."
+FRIEND 2: "Pizza?"
+FRIEND 3: "Had it yesterday."
+FRIEND 4: "Thai?"
+FRIEND 1: "Too far."
+
+0:10-0:20 - SOLUTION
+[FRIEND 2 opens app]
+FRIEND 2: "DoorDash has everything."
+[MONTAGE: Multiple restaurants, fast delivery]
+
+0:20-0:30 - CTA
+VOICEOVER: "Whatever you're craving, DoorDash delivers."
+[SUPER: DoorDash.com - $0 Delivery Fee]
+[LOGO]
+```
+
+### Word Count Guidelines
+- **Voiceover:** 60-70 words (natural pace)
+- **Dialogue:** 40-50 words (if character-driven)
+- **On-screen text:** 10-15 words
+- **CTA:** 12-18 words
+- **Total:** Should feel complete, not rushed
+
+## 60-Second Commercials (Premium Format)
+
+### Specifications
+- **Word Count:** 140-160 words
+- **Sentences:** 8-12 sentences
+- **Structure:** Full 3-act narrative OR detailed demonstration
+- **Pacing:** Relaxed, room for emotional depth
+
+### Best Practices
+- **Full storytelling possible**
+- **Multiple benefits can be shown**
+- **Emotional resonance is key**
+- **Higher production value expected**
+- **Often used for brand building, not direct response**
+
+### Timing Breakdown (3-Act Narrative)
+- 0:00-0:15 - Act 1: Setup (introduce world, character, conflict)
+- 0:15-0:45 - Act 2: Development (show transformation, build emotion)
+- 0:45-0:60 - Act 3: Resolution (payoff, CTA, brand)
+
+### Timing Breakdown (Product Demonstration)
+- 0:00-0:10 - Hook (capture attention, establish need)
+- 0:10-0:40 - Features/Benefits (demonstrate 3-5 key points)
+- 0:40-0:50 - Social proof (testimonials, awards, data)
+- 0:50-0:60 - CTA + brand
+
+### Example Scripts
+
+**Example 1: Financial Services (Emotional Narrative)**
+```
+0:00-0:15 - ACT 1: SETUP
+[OPEN ON: Young couple, looking at houses online]
+[They close laptop, disappointed]
+WOMAN: "We'll never be able to afford a house."
+MAN: "Maybe in a few years."
+
+0:15-0:45 - ACT 2: DEVELOPMENT
+[TRANSITION: Meeting with financial advisor]
+ADVISOR: "Let's look at your options."
+[MONTAGE: Budgeting, saving, planning]
+VOICEOVER: "At First National, we don't just give you a loan. 
+We help you build a future."
+[SHOW: Couple viewing actual houses, excited]
+
+0:45-0:60 - ACT 3: RESOLUTION
+[COUPLE standing in front of their new home, keys in hand]
+[They embrace, emotional]
+VOICEOVER: "First National Bank. Your partner in life's biggest moments."
+[SUPER: FirstNational.com/HomeLoans]
+[LOGO]
+```
+
+**Example 2: Technology (Product Demo)**
+```
+0:00-0:10 - HOOK
+[OPEN ON: Cluttered desk, multiple devices, cables everywhere]
+VOICEOVER: "Your workspace doesn't have to be this complicated."
+
+0:10-0:40 - FEATURES/BENEFITS
+[REVEAL: Single laptop, clean desk]
+VOICEOVER: "The new MacBook Pro. One device. Unlimited power."
+[DEMONSTRATE: Video editing, 3D rendering, music production]
+VOICEOVER: "Edit 8K video. Render 3D models. Produce music. 
+All on battery power that lasts all day."
+[SHOW: Portability, working in coffee shop, park, home]
+
+0:40-0:50 - SOCIAL PROOF
+[TESTIMONIALS: Creative professionals]
+DESIGNER: "It's replaced my entire studio."
+FILMMAKER: "I edit feature films on this."
+
+0:50-0:60 - CTA
+VOICEOVER: "MacBook Pro. Starting at $1,999. 
+Visit Apple.com or your nearest Apple Store."
+[SUPER: Apple.com/MacBookPro]
+[LOGO]
+```
+
+### Word Count Guidelines
+- **Voiceover:** 140-150 words (relaxed, natural pace)
+- **Dialogue:** 80-100 words (if character-driven)
+- **On-screen text:** 15-25 words
+- **CTA:** 20-30 words
+- **Total:** Should feel cinematic, not rushed
+
+## Format Selection Guide
+
+### Choose 6-Second When:
+- Budget is extremely limited
+- Need digital pre-roll (YouTube, streaming)
+- Brand awareness is only goal
+- Part of larger campaign (reminder spot)
+
+### Choose 15-Second When:
+- Simple, single message
+- Radio advertising
+- Digital platforms (social media, streaming)
+- Budget-conscious but need more than bumper
+- Paired with 30-second version
+
+### Choose 30-Second When:
+- Standard TV or streaming buy
+- Need problem-solution structure
+- 2-3 key messages
+- Industry standard, most versatile
+- Balance of cost and storytelling
+
+### Choose 60-Second When:
+- Premium brand building
+- Emotional storytelling is priority
+- Multiple product benefits to show
+- Higher budget allows for production value
+- Launching new brand or major product
+
+### Choose 90-Second+ When:
+- Direct response/infomercial
+- Complex product requiring explanation
+- B2B with technical details
+- Brand documentary approach
+- Sponsored content or native advertising
+
+## Cross-Format Strategies
+
+### The 60-30-15 Suite
+Create three versions of same campaign:
+- **60-second:** Full emotional narrative (brand building)
+- **30-second:** Condensed version (standard rotation)
+- **15-second:** Reminder spot (high frequency, low cost)
+
+### The Modular Approach
+Build 60-second spot from modular 15-second segments:
+- Segment 1: Problem (0:00-0:15)
+- Segment 2: Solution (0:15-0:30)
+- Segment 3: Benefits (0:30-0:45)
+- Segment 4: CTA (0:45-0:60)
+
+Each segment can run independently as 15-second spot.
+
+## Pacing and Rhythm
+
+### Words Per Second by Format
+- **6-second:** 1.5-2 words/second (very fast)
+- **15-second:** 2-2.5 words/second (fast)
+- **30-second:** 2-2.5 words/second (moderate)
+- **60-second:** 2.3-2.7 words/second (relaxed)
+- **90-second+:** 2.3-2.5 words/second (conversational)
+
+### Silence and Pauses
+- **6-second:** No silence, continuous
+- **15-second:** Minimal pauses (0.5-1 second total)
+- **30-second:** Strategic pauses (2-3 seconds total)
+- **60-second:** Breathing room (5-8 seconds total)
+- **90-second+:** Natural conversation pace
+
+## Conclusion
+
+Format selection is a strategic decision that impacts creative approach, budget, and effectiveness. Understand the constraints and opportunities of each duration, and choose the format that best serves your message, audience, and business objectives.
+
+---
+
+**Next Steps:**
+- Review [Commercial Types](./commercial-types.md) for category-specific guidelines
+- Explore [Commercial Scripts](./commercial-scripts.md) for formatting standards
+- Study [Persuasion Techniques](./commercial-persuasion.md) for advanced strategies
+