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September 24, 2011

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.

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