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.