My mom's always been there, to take care of me.
She's never let me down.
When her health started changing,
I wanted to make sure she always had her medications.
With my busy life,
it can be hard taking care of everyone.
So I enrolled Mom in ReadyScripts, from Kinney Drugs.
Our Kinney pharmacist refills her prescriptions automatically,
so she doesn't forget, or have to wait.
Kinney will even deliver them for free.
Now, I take care of Mom,
And Kinney takes care of us both.
October 22, 2011
When you get a rather boilerplate, generic-sounding piece of copy like this spot, look for moments where you can inject your personal opinion and point-of-view. This will make or break your read! Those first FOUR sentences of this spot are four platitudes, all in a row. Platitudes are sentiments that nobody in the audience should disagree with – which is great, because you always want your listener to say "yes" – but the platitude has no power if it's delivered as anything but an an authentic, honest opinion. A line like "With my busy life, it can be hard taking care of everyone" absolutely MUST be delivered as an honest admission, or the audience will be saying "Give me a break!" Heather delivers an excellent read starting at 7:44. Compare this to her first couple of reads, and hear how much more convincing she is, when she doesn't sound like she's trying to convince anyone.