Television advertising script development and production

Ad Script

Ad Description

Medical ad to sell a product, namely a new pharmaceutical drug that has recently been approved by the FDA for the treatment of attention deficit hyperactive disorder (ADHD).

Product

Focasil ® is a new drug developed by the pharmaceutical manufacturer BioChemCon, an American company. The client/account is Klares/Wasser, a major multinational pharmaceutical giant.

Ad Placement

Broadcast television major networks: ABC, NBC, CBS, FOX as well as CNN.

Ad Frequency

Prime time, 8-10 PM, airing once per hour throughout the course of December 2005.

Specs/Air time

seconds

Number of Frames

Ad Content/Action:

The ad uses only ambient noise and dialogue by characters and the voice over. There is no music. Subjects are live, not animated. The tone of the ad is serious, not comedic. The ad is directed at adults who might be interested in asking their doctors or psychologists about the client's product.

Research for Stats

The American Psychological Association (APA) and the American Medical Association (AMA) as well as the National Resource Center on ADHD.

Frame 1: Shot of a man in business attire sitting behind a large desk in a high-end, well-decorated office, tapping his fingers. Ambient noise only, no music. He looks up as his secretary walks into the room. "Oh hi Laurie!" he says.

Frame 2: Shot of the secretary. "Did you finish the Gutierrez file?" she asks, holding a handful of manila folders.

Frame 3: Back to the businessman. A close-up reveals a blank stare on his face before he furrows his brow and looks confused. He crumples up a piece of paper in his hands and hurls it across the room playing "garbage basketball."

Frame 4: Camera pans to capture the crumpled piece of paper hurling through the air before it finally lands in the waste bin.

Frame 5: Shot of the man. "Boo-yeah!" The man shouts, proud of his shot. "Did you see that? Fourth one today! What were you asking about Laurie?"

Frame 6: Shot of Laurie the secretary. She raises her eyebrows and then subtly rolls her eyes. "The Gutierrez file?" she says with a slight tone of exasperation.

Frame 7: Shot of the man behind the desk. Voice over says, "Thought ADHD was a child's problem? Think again. Up to 70% of all children with ADHD will become adults with ADHD."