Dove Deep Moisture :30 TV

If you're listening to the podcast, try and stick with me on this one! It is a serious triathlon, with all three of the ladies working out their skills on some VERY FORMULAIC copy...starting with opening with a QUESTION ("Ever wear your clothes in the shower?") eliciting the unspoken NO, all the way down through repetitive words (even the product name has the word "Moisture" in it TWICE.)

VO: Ever worn your clothes in the shower? If you’re using other moisturizing body washes, you might as well be. You see, their moisturizer sits on top of skin, almost as if you were wearing it. Only new Dove Deep Moisture has Nutrium Moisture, a breakthrough formula with natural moisturizers that can nourish deep down. It’s the most effective natural nourishment ever. New Dove Deep Moisture, with Nutrium Moisture. Superior natural nourishment for your skin.

Splenda :30 TV

• This "SUGAR SITUATION" spot is a perfect example of the Problem-Solution-Satisfaction formula. Instead of emphasizing the repeated word "sugar," emphasize the words that FLANK the repeated word. Using the comedic rule of 3 to BUILD that opening beat in its 3 pieces WITHOUT pausing after "that means..."

• "But it's not sugar" is a SECRET that you are letting us in on. And it's a GOOD THING, too.

• Use INTERNAL THOUGHT, thinking out loud . . . let us HEAR you come up with a clever way to say something. A line like "It's a win-win and a yum-yum" only works if it's delivered in a way that sounds like YOU THOUGHT IT, not you read it off a flat page.

• Instead of emphasizing the word AND, which is SELLY . . . find the important words, and emphasize those instead, and the big selly AND will go away on its own.

VO:

Ah, breakfast. That means sugar in the coffee, in the cereal, and the grapefruit. The day has just begun, and already you have . . . a Sugar Situation. The sweeter solution: Splenda No-Calorie Sweetener. Made from sugar, tastes like sugar, but it’s not sugar. And with no calories, it’s a win-win, and a yum-yum. What a way to start the day. Splenda. Imagine life sweeter.

H & R Block “Wrecking Bunny” :60 TV

One of the best WRY HUMOR/COMMENT ON THE ACTION spots I've found, right up there with the Sears Optical "Missing something?" campaign that we all know and love.

VO: To do a job well, you need the right tools. If you’re filing your taxes online, never settle for less than the best tax software. Nobody knows taxes like H&R Block. Combine your smarts and our expertise with H&R Block at Home. File for free at HRBlock.com Never settle for less.

PODS :30 TV

This spot is a beast. It's also a great example of introducing a new, complex, multi-tiered concept ("Take all the time you need, then call us and we'll come get it...remote storage centers..." blah blah blah) . . . they are CRAMMING information into this :30 spot and it's up to you, the VO, to make it palatable.

In my opinion, the talent doing the VO on the "real" version of the spot (click the title of this blog post to view on YouTube) is he's hitting the ending line a little too much. When you have bombastic copy with words like "best," you've got to treat it like an honest admission as opposed to a hard sell.

VO: What is PODS? A smarter way to move and store. We deliver a container, you fill it up . . . With big things, Valuable things, Things you want to baby. Take all the time you need, lock your container and keep it on site, or call us and we’ll come get it. We can drive it to your new home across town or across the country, or store it at one of our secure storage centers. That’s PODS. The best moving and storage idea ever.

Green Earth G-OIL :30 TV

VO: Can changing your motor oil really change the world?

Yep.

Because this is not just another crude oil.

This is new G-OIL,

ultimate biodegradable high-performance oil.

Made right here on our soil from renewable bio-based resources.

So it's time to make the change official.

Because if G can race in the American Le Mans series,

You can bet the redwoods your car can run on it too.

New G-OIL. Only from Green Earth Technologies.

Get more at Get G dot com.

Garnier Fructis :30 TV

VO: Is your shampoo sucking the life out of your color?

Try new Colorshield from Garnier Fructis.

Powered by grapeseed and acai berry,

it works two ways: preventing dryness, protecting color.

It's proven.

Colorshield fights fade-out, stops dry-out,

so you can love your color even longer.

Keep your color bold and brilliant, your hair silky and soft,

even after 45 washes.

New Colorshield from Garnier Fructis.

It's proven to perform.

Garnier. Take care.

Nicoderm CQ :15 TV

VO: Anxious about quitting cold turkey?

Make that first step easier with the Nicoderm CQ patch.

Nicoderm steps you down from nicotine gradually,

doubling your chance for success.

Nicoderm CQ.

10 weeks, and you're free.

Raid Max Bug Barrier :30 TV

VO: The way bugs see it,

Your home is their home.

But now you can build a barrier that kills bugs dead.

Introducing Raid Max Bug Barrier.

Its Auto Trigger lets you lay down a continuous, long-lasting barrier like the pros do.

Build a barrier indoors and out

with the new Raid Max Bug Barrier.

Florida Orange Juice :30 TV

(NOTE...for only the first 20 seconds or so of Susan's first read, there is a digital clocking error, which makes it sound funny... my fault. You can skip ahead or just ignore it)

VO: Food scientists have spent years with their beakers and flasks and chemistry sets

trying to come up with something as good for you as Florida orange juice.

But they've never come close.

Start your day with almost 25% of your daily recommended fruit and vegetable servings,

in one eight-ounce glass.

It's a miracle in every way.

Florida Orange Juice.

Healthy, pure and simple.