Sometimes straightforward is the best way to go. Sometimes a more creative option is called for. I can do both. In these ads, we went with the straightforward approach, but I still challenged myself and the team to consider alternate solutions during the creation phase. (see below)
Below is one of the scripts I wrote as a creative way to use the same footage we ended up shooting.
The produced spots:
Dog Director - Rookie
I know you are new to the business BO.
REVEAL BO a yellow lab puppy sitting on a beach near TV production equipment.
But, this is NexGard, the #1 monthly chew for dogs to protect against fleas and ticks. I need you to do your best. Can I count on you?
BO does something adorable as a puppy
Existing Footage from NexGard commercial
BO running on beach with person
Yes, you love the beach!
BO playing in water.
Yes, NexGard is safe for puppies up to 8 weeks!
BO being held by person
Yes, you can get close because of NexGard!
Cut to Director walking up to BO
I see a bright future for you.
What one little chew can do.
It IS amazing what one little chew can do.
BO I’m taking you out for dog food!