Repetition as proof. Repetition as proof!

I’m not a fan of mindless formulas. But here’s one that works really well in TV (because it’s not mindless):

  1. State the premise.
  2. Show example after example that proves that premise.
  3. Show how that relates to the product.

Watch this brilliant spot by Lance Accord.

Here’s how this formula works:

  1. We understand that Molly is a brilliant inventor.
  2. Scene after scene we see proof that she’s a brilliant inventor.
  3. This is the kind of brilliance GE values and employs.

Here’s another one (full disclosure, I was the writer on this spot).

This is the formula at work with Henry:

  1. Henry stains carpets.
  2. Henry spills all kinds of things on carpets.
  3. LifeProof carpet is strong enough to stand up to someone like Henry.

Last one.

  1. Squares are boring.
  2. Squares are everywhere.
  3. The VW Beetle is anything but boring.

I’m not saying this is the only way to make a good TV spot. But it is one way. These are the things you need to keep in mind:

  1. I kind of went a little numbers crazy in this post. But the theme is repetition, so there you are.
  2. The proof can’t just be the same idea repeated over and over. There has to be something unique about each scenario. Molly has to invent cooler and more interesting things. Henry’s spills have to get more and more diabolical. Even those squares have to have a little surprise in them like the loading pallet or the sponge in the sink.
  3. The proof solidifies the strategy. These spots work because they’re strategic.
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