Creators
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Read "Before you film" first-
Next-day plans
Openers
- Off duty Friday. On duty for seven am pancakes. You know how this ends.
- I get one night off a week. I am not spending Saturday on the couch.
- Mom's off duty. For about six hours. Then pancakes.
Shots
- Open · 0 to 3s: The two-time cut, OFF DUTY then ON DUTY.
- Middle: The mirror: patch on, design to the lens, keys in hand.
- Close: Pancake flipped, kid cheering, syrup everywhere, patch visible on your wrist.
On screen
OFF DUTY 8PM / ON DUTY 7AM
Who it is for
Moms with kids under 10.
Do
Make the morning loud and real: kids, dog, syrup.
Don't
Show the morning from bed. Not even for the joke.
-
Next-day plans
Openers
- Off duty Friday. On duty for seven am pancakes. You know how this ends.
- I get one night off a week. I am not spending Saturday on the couch.
- Mom's off duty. For about six hours. Then pancakes.
Shots
- Open · 0 to 3s: The two-time cut, OFF DUTY then ON DUTY.
- Middle: The mirror: patch on, design to the lens, keys in hand.
- Close: Pancake flipped, kid cheering, syrup everywhere, patch visible on your wrist.
On screen
OFF DUTY 8PM / ON DUTY 7AM
Who it is for
Moms with kids under 10.
Do
Make the morning loud and real: kids, dog, syrup.
Don't
Show the morning from bed. Not even for the joke.
Reference
Get 1906 (inspiration)
The two scenes and the creator's line 'I can get up in the morning with the kids and feel like myself'. Steal the pancakes.
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Next-day plans
Openers
- Off duty Friday. On duty for seven am pancakes. You know how this ends.
- I get one night off a week. I am not spending Saturday on the couch.
- Mom's off duty. For about six hours. Then pancakes.
Shots
- Open · 0 to 3s: The two-time cut, OFF DUTY then ON DUTY.
- Middle: The mirror: patch on, design to the lens, keys in hand.
- Close: Pancake flipped, kid cheering, syrup everywhere, patch visible on your wrist.
On screen
OFF DUTY 8PM / ON DUTY 7AM
Who it is for
Moms with kids under 10.
Do
Make the morning loud and real: kids, dog, syrup.
Don't
Show the morning from bed. Not even for the joke.
Reference
Get 1906 (inspiration)
'Tomorrow's workout, game, meeting, or morning plans are still happening.' Steal the named morning.
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Next-day plans
Openers
- I called a sitter for the morning after girls night. A hundred and twenty dollars. Or.
- Tried to outsource my Saturday morning. Here's what that costs.
- There is a cheaper option than a morning babysitter. It's on my arm.
Shots
- Open · 0 to 3s: The call, straight-faced.
- Middle: The quote on screen, the look at the pack, the patch going on that night before you leave.
- Close: Saturday 7am, you at soccer yourself, coffee in hand, patch on. "Kept the hundred and twenty."
On screen
Morning sitter: $120. Patch: see the site.
Who it is for
Parents of early risers, 30 to 45.
Do
Use real sitter rates for your city, and say the patch price from the site the day you post.
Don't
Imply the kids were ever left alone.
Reference
Waterboy (inspiration)
The rent-a-person premise, played straight to the end. Steal the deadpan.
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Say your age
Openers
- I'm forty-four. Two glasses of wine used to be a Tuesday. Now it's a two-day event.
- Where did my tolerance go? Asking for every woman at book club.
- Nobody told me that at forty, one drink costs a whole morning. So. Here's what I do.
Shots
- Open · 0 to 3s: Fingers, glasses, calendar.
- Middle: Patch on before the drink, mid-sentence, like it is normal.
- Close: Sunday morning with the kids or the dog, pack on the counter. "Two glasses. Two days. Not anymore."
On screen
2 glasses. 2 days. Not anymore.
Who it is for
Women 40 to 50. The viewer who nods before you finish the sentence.
Do
Say your real age.
Don't
Say it stops anything. "For a better next day." That is the line.
Reference
The Good Patch (inspiration)
The '40+' opener. Steal the age in the first line.
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Say your age
Openers
- I'm forty-four. Two glasses of wine used to be a Tuesday. Now it's a two-day event.
- Where did my tolerance go? Asking for every woman at book club.
- Nobody told me that at forty, one drink costs a whole morning. So. Here's what I do.
Shots
- Open · 0 to 3s: Fingers, glasses, calendar.
- Middle: Patch on before the drink, mid-sentence, like it is normal.
- Close: Sunday morning with the kids or the dog, pack on the counter. "Two glasses. Two days. Not anymore."
On screen
2 glasses. 2 days. Not anymore.
Who it is for
Women 40 to 50. The viewer who nods before you finish the sentence.
Do
Say your real age.
Don't
Say it stops anything. "For a better next day." That is the line.
Reference
The Cheers CEO (inspiration)
'After the age of 30, even responsible drinking makes you feel less than 100%.' Steal the honesty about age.
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Show it
Openers
- This is what she packs for a girls weekend. This is what I pack.
- Show me your morning-after routine. Okay. Here's mine.
- She brought a pharmacy. I brought a patch.
Shots
- Open · 0 to 3s: The pile and the patch, side by side, on the counter.
- Middle: She holds up each item and names it. You answer "patch" each time. Cuts get faster.
- Close: Both at the door, your patch on your arm, hers still packing. "What did all that cost?" Say the patch price from the site.
On screen
HER: Pedialyte. Advil. 3 bananas. ME: one patch.
Who it is for
Two friends, 30 to 50, getting ready for a night out.
Do
Every line under two seconds. End on the price from the site the day you post.
Don't
Say the patch replaces water or food. "For a better next day."
Reference
Waterboy (inspiration)
The scissors stir: hands doing something wrong on camera while she talks against the category. Take the hands, leave the product.
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Show it
Openers
- This is what she packs for a girls weekend. This is what I pack.
- Show me your morning-after routine. Okay. Here's mine.
- She brought a pharmacy. I brought a patch.
Shots
- Open · 0 to 3s: The pile and the patch, side by side, on the counter.
- Middle: She holds up each item and names it. You answer "patch" each time. Cuts get faster.
- Close: Both at the door, your patch on your arm, hers still packing. "What did all that cost?" Say the patch price from the site.
On screen
HER: Pedialyte. Advil. 3 bananas. ME: one patch.
Who it is for
Two friends, 30 to 50, getting ready for a night out.
Do
Every line under two seconds. End on the price from the site the day you post.
Don't
Say the patch replaces water or food. "For a better next day."
Reference
Waterboy (inspiration)
The trade and the price reveal at the end. Steal the rhythm.
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Show it
Openers
- This is what she packs for a girls weekend. This is what I pack.
- Show me your morning-after routine. Okay. Here's mine.
- She brought a pharmacy. I brought a patch.
Shots
- Open · 0 to 3s: The pile and the patch, side by side, on the counter.
- Middle: She holds up each item and names it. You answer "patch" each time. Cuts get faster.
- Close: Both at the door, your patch on your arm, hers still packing. "What did all that cost?" Say the patch price from the site.
On screen
HER: Pedialyte. Advil. 3 bananas. ME: one patch.
Who it is for
Two friends, 30 to 50, getting ready for a night out.
Do
Every line under two seconds. End on the price from the site the day you post.
Don't
Say the patch replaces water or food. "For a better next day."
Reference
Waterboy (inspiration)
Same shape, rising since Sept 28. Steal the speed-up.
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Show it
Openers
- This is not a hangover cure. Let me tell you what it is.
- I'm not going to tell you this fixes a tequila night. It doesn't. Here's what it does.
- Nobody's patch is magic. Here's what mine is for.
Shots
- Open · 0 to 3s: Pack up, head shake, then the line.
- Middle: Patch on before the night, where we can see it. The Uber, the door, the friends.
- Close: Tomorrow morning: up and doing the thing, pack in frame. "For a better next day. That's it."
On screen
Not a cure. Just a better next day.
Who it is for
Any woman 30 to 50, filmed anywhere but a couch.
Do
Say "for a better next day" out loud, in your own words.
Don't
List ingredients or explain how it works. Not a word of science.
Reference
Waterboy (inspiration)
'Waterboy is not a cure for your hangover.' Steal the first-second contradiction.
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Show it
Openers
- This is not a hangover cure. Let me tell you what it is.
- I'm not going to tell you this fixes a tequila night. It doesn't. Here's what it does.
- Nobody's patch is magic. Here's what mine is for.
Shots
- Open · 0 to 3s: Pack up, head shake, then the line.
- Middle: Patch on before the night, where we can see it. The Uber, the door, the friends.
- Close: Tomorrow morning: up and doing the thing, pack in frame. "For a better next day. That's it."
On screen
Not a cure. Just a better next day.
Who it is for
Any woman 30 to 50, filmed anywhere but a couch.
Do
Say "for a better next day" out loud, in your own words.
Don't
List ingredients or explain how it works. Not a word of science.
Reference
The Cheers CEO (inspiration)
'Plot twist: I make money telling people they SHOULDN'T drink.' Steal the honesty as a hook.
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Show it
Openers
- This is not a hangover cure. Let me tell you what it is.
- I'm not going to tell you this fixes a tequila night. It doesn't. Here's what it does.
- Nobody's patch is magic. Here's what mine is for.
Shots
- Open · 0 to 3s: Pack up, head shake, then the line.
- Middle: Patch on before the night, where we can see it. The Uber, the door, the friends.
- Close: Tomorrow morning: up and doing the thing, pack in frame. "For a better next day. That's it."
On screen
Not a cure. Just a better next day.
Who it is for
Any woman 30 to 50, filmed anywhere but a couch.
Do
Say "for a better next day" out loud, in your own words.
Don't
List ingredients or explain how it works. Not a word of science.
Reference
Get 1906 (inspiration)
Founder disqualifier in 20s: 'If you want to get super blasted, be my guest, do it. That's not what 1906 is for. 1906 is built for people who need to be and want to be functional.' Steal the 'this is not for X, it is for Y' shape and the functional line.
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Halloween
Openers
- Scary good night. Less scary morning. Same witch.
- Costume party tonight. Pumpkin patch at nine. Yes, with the kids.
- Me at ten pm versus me at nine am. Guess which one planned ahead.
Shots
- Open · 0 to 3s: The split: party left, pumpkin patch right, both clocks on screen.
- Middle: Back to the mirror: patch on, close enough to read the design, then the costume finished over it.
- Close: The pumpkin patch. You lift the biggest one like it is nothing. Pack in your coat pocket.
On screen
TONIGHT: Halloween party / TOMORROW: pumpkin patch, 9AM
Who it is for
The mom going to an adult Halloween party with the family pumpkin patch booked for the morning.
Do
Put both times on screen. The clock is the whole story.
Don't
Show the morning from bed. She is up and lifting pumpkins.
Reference
Get 1906 (inspiration)
The two scenes with the time on screen: Friday night, then the 7am morning. Steal the hard cut.
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Halloween
Openers
- The kids had their Halloween. This one's ours.
- Group chat said costumes are mandatory. And patches, apparently.
- Six patches, three designs, four moms. Somebody is fighting over Momster.
Shots
- Open · 0 to 3s: Hands into the bundle, names to the lens, first line.
- Middle: Patches go on before anyone pours. Everyone reads her name out loud. Argue over who is Resting Witch Face.
- Close: Cheers shot with the patches on arms. End on the group laughing, not on the drinks.
On screen
Momster / Resting Witch Face / Here for the Boos
Who it is for
A group of mom friends dressing up for their own Halloween night.
Do
Say "six patches, three designs" out loud. Let the names get the laugh.
Don't
Film it alone, and don't say a bundle price. Say to check the site.
Reference
dayguard (inspiration)
The group ritual before the first drink, made visible.
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Halloween
Openers
- The kids had their Halloween. This one's ours.
- Group chat said costumes are mandatory. And patches, apparently.
- Six patches, three designs, four moms. Somebody is fighting over Momster.
Shots
- Open · 0 to 3s: Hands into the bundle, names to the lens, first line.
- Middle: Patches go on before anyone pours. Everyone reads her name out loud. Argue over who is Resting Witch Face.
- Close: Cheers shot with the patches on arms. End on the group laughing, not on the drinks.
On screen
Momster / Resting Witch Face / Here for the Boos
Who it is for
A group of mom friends dressing up for their own Halloween night.
Do
Say "six patches, three designs" out loud. Let the names get the laugh.
Don't
Film it alone, and don't say a bundle price. Say to check the site.
Reference
dayguard (inspiration)
The group ritual before the first drink, made visible.
-
Halloween
Openers
- The kids had their Halloween. This one's ours.
- Group chat said costumes are mandatory. And patches, apparently.
- Six patches, three designs, four moms. Somebody is fighting over Momster.
Shots
- Open · 0 to 3s: Hands into the bundle, names to the lens, first line.
- Middle: Patches go on before anyone pours. Everyone reads her name out loud. Argue over who is Resting Witch Face.
- Close: Cheers shot with the patches on arms. End on the group laughing, not on the drinks.
On screen
Momster / Resting Witch Face / Here for the Boos
Who it is for
A group of mom friends dressing up for their own Halloween night.
Do
Say "six patches, three designs" out loud. Let the names get the laugh.
Don't
Film it alone, and don't say a bundle price. Say to check the site.
Reference
Waterboy (inspiration)
Two friends holding things up and reading them out. Steal the back-and-forth.
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Halloween
Openers
- Husband said he doesn't need one. Watch this.
- Matching costumes. Only one of us wore a patch. Guess who's making pancakes.
- We did a couples costume. We also both have a 7am wake-up call. One of us planned for it.
Shots
- Open · 0 to 3s: Mirror, costumes, her patch on, his wave-off.
- Middle: The morning: pancakes, kids, her moving fast. Him moving slow, holding a coffee, still in the hat.
- Close: He holds his hand out for a patch for next time. She hands it over with a look. Pack on the counter.
On screen
He said he didn't need one.
Who it is for
Couples going to a costume party with kids at home.
Do
Keep it light. He is in on the joke.
Don't
Make the morning look like a sick day. He is slow, not suffering.
Reference
Waterboy (inspiration)
One absurd premise, played straight to the end. Steal the commitment to the bit.
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Holidays
Openers
- Holiday party Saturday. Christmas card photos Sunday at nine. I planned for this.
- You can see last year's party in last year's card. Not this year.
- Sequins at nine pm. Matching pajamas at nine am. Same woman.
Shots
- Open · 0 to 3s: The split, both clocks.
- Middle: Patch on under the sequins in the bathroom mirror. Then the party, two quick cuts.
- Close: The card photo. Everyone smiling. Hold the real print up to the lens if you have it.
On screen
9PM / 9AM
Who it is for
Moms who booked the photographer and bought the matching pajamas.
Do
Use your real card shoot. Film it in November so it runs in December.
Don't
Show the old "tired" card or say you looked rough. Just show this one.
Reference
Get 1906 (inspiration)
The named morning plan. Steal the specificity.
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Holidays
Openers
- Home for Thanksgiving. Everyone from high school is at the bar tonight. Mom needs me at seven.
- The biggest bar night of the year is a Wednesday. Patch in the car. Let's go.
- Thanksgiving Eve rules: patch first, then hug everyone you went to school with.
Shots
- Open · 0 to 3s: Driveway, dome light, patch on, the bar name.
- Middle: Hugs at the bar, the group photo, one drink in hand. Keep it warm, not wild.
- Close: Thanksgiving morning in the kitchen with mom, peeling something, fully present. Pack on the windowsill.
On screen
THANKSGIVING EVE / THANKSGIVING, 6:40AM
Who it is for
Women home for Thanksgiving meeting everyone from high school at the one bar in town.
Do
Film the real reunion, with everyone asked first.
Don't
Shots, rounds, anyone who looks drunk. It is a hug night.
Reference
Waterboy (inspiration)
A real day told fast, product riding along, arriving once the story has earned it.
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Holidays
Openers
- Home for Thanksgiving. Everyone from high school is at the bar tonight. Mom needs me at seven.
- The biggest bar night of the year is a Wednesday. Patch in the car. Let's go.
- Thanksgiving Eve rules: patch first, then hug everyone you went to school with.
Shots
- Open · 0 to 3s: Driveway, dome light, patch on, the bar name.
- Middle: Hugs at the bar, the group photo, one drink in hand. Keep it warm, not wild.
- Close: Thanksgiving morning in the kitchen with mom, peeling something, fully present. Pack on the windowsill.
On screen
THANKSGIVING EVE / THANKSGIVING, 6:40AM
Who it is for
Women home for Thanksgiving meeting everyone from high school at the one bar in town.
Do
Film the real reunion, with everyone asked first.
Don't
Shots, rounds, anyone who looks drunk. It is a hug night.
Reference
dayguard (inspiration)
'Drink Tonight. Feel Better Tomorrow.' has run 140 days. Steal the one-breath promise, keep our words.
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Holidays
Openers
- I counted my nights out between now and New Year's. Nine. So I bought nine.
- Every party on this calendar gets a patch. Every single one.
- Friendsgiving, two office parties, the girls' dinner, New Year's. I did the math.
Shots
- Open · 0 to 3s: The circling, the count climbing.
- Middle: Patches laid on the circles, one each. Then one going on before the first of them.
- Close: Say the bundle offer exactly as the site shows it the day you post, then the pack into the purse.
On screen
Nights out until Jan 1: 9. Patches: 9.
Who it is for
The planner who buys ahead, and anyone who has run out the night of the party.
Do
Use your real calendar and your real number.
Don't
Make up a discount or a price. Only the offer that is live on the site the day you post.
Reference
ZBiotics (inspiration)
'Being prepared is the key to a better tomorrow. Ensure your bar cart is always stocked.' Steal the stock-up frame.
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Holidays
Openers
- I counted my nights out between now and New Year's. Nine. So I bought nine.
- Every party on this calendar gets a patch. Every single one.
- Friendsgiving, two office parties, the girls' dinner, New Year's. I did the math.
Shots
- Open · 0 to 3s: The circling, the count climbing.
- Middle: Patches laid on the circles, one each. Then one going on before the first of them.
- Close: Say the bundle offer exactly as the site shows it the day you post, then the pack into the purse.
On screen
Nights out until Jan 1: 9. Patches: 9.
Who it is for
The planner who buys ahead, and anyone who has run out the night of the party.
Do
Use your real calendar and your real number.
Don't
Make up a discount or a price. Only the offer that is live on the site the day you post.
Reference
Waterboy (inspiration)
A number that keeps changing holds people. Steal the count.
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Holidays
Openers
- Every group has one. I'm the one with the patches.
- You bring the Advil. I bring these. Christmas dinner, let's go.
- My white elephant gift got stolen twice. It was a patch pack.
Shots
- Open · 0 to 3s: The purse, the pack, the faces.
- Middle: The handout, one reason each. Patches on arms before the first glass is lifted.
- Close: Four patches on, the cheers, the laugh. Then her, to camera: "Somebody has to be the planner."
On screen
The planner friend.
Who it is for
The mom friend of the mom friends, at the girls' Christmas dinner or the white elephant.
Do
Let the friends react for real. Ask them first.
Don't
Film it alone at a table. This one needs the faces.
Reference
Get 1906 (inspiration)
'Happy hour for control freaks.' Steal the proud self-description.
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Holidays
Openers
- Every group has one. I'm the one with the patches.
- You bring the Advil. I bring these. Christmas dinner, let's go.
- My white elephant gift got stolen twice. It was a patch pack.
Shots
- Open · 0 to 3s: The purse, the pack, the faces.
- Middle: The handout, one reason each. Patches on arms before the first glass is lifted.
- Close: Four patches on, the cheers, the laugh. Then her, to camera: "Somebody has to be the planner."
On screen
The planner friend.
Who it is for
The mom friend of the mom friends, at the girls' Christmas dinner or the white elephant.
Do
Let the friends react for real. Ask them first.
Don't
Film it alone at a table. This one needs the faces.
Reference
Waterboy (inspiration)
The named review about kits for the whole group. Steal the planner as the hero.
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Next-day plans
Openers
- Your calendar doesn't care what you did last night. Mine says soccer at eight.
- Nine forty-seven pm, margaritas. Eight oh three am, sideline. Both me.
- Girls night was last night. Soccer is at eight. I'm fine, and here's why.
Shots
- Open · 0 to 3s: The split, both clocks.
- Middle: Dinner: patch on, then the drink arrives. Two quick laughs with the girls.
- Close: The sideline: you cheer for your kid, loud. Pack on the chair arm.
On screen
TONIGHT: girls night / TOMORROW: 8AM soccer
Who it is for
The mom whose Saturday starts on a soccer sideline at 8.
Do
Keep her looking good in both halves. The clock does the work.
Don't
Show her tired or hurting on the sideline. The point is she is fine.
Reference
Waterboy (inspiration)
The tonight-tomorrow line in one breath. Steal the speed.
-
Next-day plans
Openers
- Your calendar doesn't care what you did last night. Mine says soccer at eight.
- Nine forty-seven pm, margaritas. Eight oh three am, sideline. Both me.
- Girls night was last night. Soccer is at eight. I'm fine, and here's why.
Shots
- Open · 0 to 3s: The split, both clocks.
- Middle: Dinner: patch on, then the drink arrives. Two quick laughs with the girls.
- Close: The sideline: you cheer for your kid, loud. Pack on the chair arm.
On screen
TONIGHT: girls night / TOMORROW: 8AM soccer
Who it is for
The mom whose Saturday starts on a soccer sideline at 8.
Do
Keep her looking good in both halves. The clock does the work.
Don't
Show her tired or hurting on the sideline. The point is she is fine.
Reference
dayguard (inspiration)
'Drink Tonight. Feel Better Tomorrow.' in its 140-day ad. Steal the two-word stakes, keep our words.
-
Next-day plans
Openers
- If you drink wine and you have kids, this one's for you.
- Kids do not care that you went out last night. Mine were up at six.
- My six am alarm is three feet tall and does not have a snooze button.
Shots
- Open · 0 to 3s: The 6:45 kitchen, the text, the milk.
- Middle: Last night: patch on in the car or the mirror, then the one drink, then home.
- Close: Back to the kitchen: cereal poured, kid fed, you awake. Patch visible on your wrist as you reach for the coffee.
On screen
IF YOU HAVE KIDS.
Who it is for
Parents, said straight to them.
Do
Kids only with consent, or show the empty bowls and the cartoons.
Don't
Show kids anywhere near a drink.
Reference
The Cheers CEO (inspiration)
The persona call-out in the first sentence. Steal 'if you have kids' and the straight delivery.
-
Next-day plans
Openers
- I counted the Saturdays I lost last year. I'm not doing that again.
- Saturday is the only day that's mine. I stopped giving it away.
- Eleven Saturdays left this year. I want every one of them.
Shots
- Open · 0 to 3s: The crossing out, fast.
- Middle: Friday night: patch on before the drink, the girls, one laugh.
- Close: A Saturday: farmers market, soccer, the hike. Same woman, moving. Pack in the tote.
On screen
Saturdays left this year: 11.
Who it is for
Women 35 to 50 whose Saturday is the only day that belongs to them.
Do
Use the real number of Saturdays left on the day you film.
Don't
Show the lost Saturday. We never show the bad morning.
-
Next-day plans
Openers
- I counted the Saturdays I lost last year. I'm not doing that again.
- Saturday is the only day that's mine. I stopped giving it away.
- Eleven Saturdays left this year. I want every one of them.
Shots
- Open · 0 to 3s: The crossing out, fast.
- Middle: Friday night: patch on before the drink, the girls, one laugh.
- Close: A Saturday: farmers market, soccer, the hike. Same woman, moving. Pack in the tote.
On screen
Saturdays left this year: 11.
Who it is for
Women 35 to 50 whose Saturday is the only day that belongs to them.
Do
Use the real number of Saturdays left on the day you film.
Don't
Show the lost Saturday. We never show the bad morning.
-
Next-day plans
Openers
- I counted the Saturdays I lost last year. I'm not doing that again.
- Saturday is the only day that's mine. I stopped giving it away.
- Eleven Saturdays left this year. I want every one of them.
Shots
- Open · 0 to 3s: The crossing out, fast.
- Middle: Friday night: patch on before the drink, the girls, one laugh.
- Close: A Saturday: farmers market, soccer, the hike. Same woman, moving. Pack in the tote.
On screen
Saturdays left this year: 11.
Who it is for
Women 35 to 50 whose Saturday is the only day that belongs to them.
Do
Use the real number of Saturdays left on the day you film.
Don't
Show the lost Saturday. We never show the bad morning.
Reference
dayguard (inspiration)
'Stop Losing Your Mornings' and 'Win-back Your Weekends'. Steal the loss, not the couch.
-
Next-day plans
Openers
- I counted the Saturdays I lost last year. I'm not doing that again.
- Saturday is the only day that's mine. I stopped giving it away.
- Eleven Saturdays left this year. I want every one of them.
Shots
- Open · 0 to 3s: The crossing out, fast.
- Middle: Friday night: patch on before the drink, the girls, one laugh.
- Close: A Saturday: farmers market, soccer, the hike. Same woman, moving. Pack in the tote.
On screen
Saturdays left this year: 11.
Who it is for
Women 35 to 50 whose Saturday is the only day that belongs to them.
Do
Use the real number of Saturdays left on the day you film.
Don't
Show the lost Saturday. We never show the bad morning.
Reference
dayguard (inspiration)
'Stop Losing Your Mornings' and 'Win-back Your Weekends'. Steal the loss, not the couch.
-
Next-day plans
Openers
- I counted the Saturdays I lost last year. I'm not doing that again.
- Saturday is the only day that's mine. I stopped giving it away.
- Eleven Saturdays left this year. I want every one of them.
Shots
- Open · 0 to 3s: The crossing out, fast.
- Middle: Friday night: patch on before the drink, the girls, one laugh.
- Close: A Saturday: farmers market, soccer, the hike. Same woman, moving. Pack in the tote.
On screen
Saturdays left this year: 11.
Who it is for
Women 35 to 50 whose Saturday is the only day that belongs to them.
Do
Use the real number of Saturdays left on the day you film.
Don't
Show the lost Saturday. We never show the bad morning.
Reference
Wynk Seltzer (inspiration)
'Zero days wasted.' Steal the count.
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Next-day plans
Openers
- I counted the Saturdays I lost last year. I'm not doing that again.
- Saturday is the only day that's mine. I stopped giving it away.
- Eleven Saturdays left this year. I want every one of them.
Shots
- Open · 0 to 3s: The crossing out, fast.
- Middle: Friday night: patch on before the drink, the girls, one laugh.
- Close: A Saturday: farmers market, soccer, the hike. Same woman, moving. Pack in the tote.
On screen
Saturdays left this year: 11.
Who it is for
Women 35 to 50 whose Saturday is the only day that belongs to them.
Do
Use the real number of Saturdays left on the day you film.
Don't
Show the lost Saturday. We never show the bad morning.
Reference
More Labs (Morning Recovery) (inspiration)
Sarcasm montage: 'We totally shouldn't go out tonight. I totally won't be ready in five minutes. We totally shouldn't go out for one drink, that's it.' ... 'We totally shouldn't wake up early and hit the gym tomorrow.' Steal the repeated 'we totally shouldn't' with each cut contradicting it.
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Next-day plans
Openers
- Happy hour for control freaks. That's me. Hi.
- I plan everything. Including tomorrow morning.
- I'm the friend with the itinerary and the patches. Somebody has to be.
Shots
- Open · 0 to 3s: The calendar, Friday then Saturday, the tap.
- Middle: The night, patch visible on the arm, one drink, the girls.
- Close: Saturday's box gets ticked in the planner. Then the soccer field.
On screen
Planned: the night. Planned: the morning.
Who it is for
The planner mom with the color-coded calendar.
Do
Show your real calendar. Hide anything private first.
Don't
Make her look stressed. Control is the joke, not the problem.
Reference
Get 1906 (inspiration)
'Happy hour for control freaks. Any drink, same feeling, every single time.' Steal the proud label.
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Next-day plans
Openers
- Happy hour for control freaks. That's me. Hi.
- I plan everything. Including tomorrow morning.
- I'm the friend with the itinerary and the patches. Somebody has to be.
Shots
- Open · 0 to 3s: The calendar, Friday then Saturday, the tap.
- Middle: The night, patch visible on the arm, one drink, the girls.
- Close: Saturday's box gets ticked in the planner. Then the soccer field.
On screen
Planned: the night. Planned: the morning.
Who it is for
The planner mom with the color-coded calendar.
Do
Show your real calendar. Hide anything private first.
Don't
Make her look stressed. Control is the joke, not the problem.
Reference
ZBiotics (inspiration)
'Built for those who plan ahead.' Steal the planner.
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Next-day plans
Openers
- Happy hour for control freaks. That's me. Hi.
- I plan everything. Including tomorrow morning.
- I'm the friend with the itinerary and the patches. Somebody has to be.
Shots
- Open · 0 to 3s: The calendar, Friday then Saturday, the tap.
- Middle: The night, patch visible on the arm, one drink, the girls.
- Close: Saturday's box gets ticked in the planner. Then the soccer field.
On screen
Planned: the night. Planned: the morning.
Who it is for
The planner mom with the color-coded calendar.
Do
Show your real calendar. Hide anything private first.
Don't
Make her look stressed. Control is the joke, not the problem.
Reference
dayguard (inspiration)
Question then a count: 'Why do Koreans never get hangovers? It comes down to three things.' Number one, two, three, then 'it's basically insurance for when you drink.' Steal the three-things count and the insurance line. Do not copy their ingredient claims.
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Say your age
Openers
- I drink way less than I used to. So when I do, it hits harder.
- Two drinks a month. Both of them cost me a morning. Not anymore.
- I'm not a wine mom. I'm a once-a-month mom. It still wrecks me, so.
Shots
- Open · 0 to 3s: The two pours, side by side.
- Middle: Patch on. The one glass. The friends.
- Close: The morning, moving: the walk, the kids, the market. Pack visible.
On screen
Less often. Hits harder.
Who it is for
The sober-curious mom who still says yes to girls night.
Do
Keep it light and proud. She is not confessing.
Don't
Lecture anyone, and never "mommy needs wine".
Reference
Get 1906 (inspiration)
The creator who turned down the Friday glass of wine. Steal the anti-wine-mom stance.
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Say your age
Openers
- I'm thirty-eight and I just read what's in the stuff I take after a night out.
- Powder stick versus patch. Read the back with me.
- I'm not a scientist. I can read a label. Let's go.
Shots
- Open · 0 to 3s: The double flip.
- Middle: Pointing at lines on both, reading only what is printed. Pack facts on screen.
- Close: The patch goes on. "Scent-free, zero calories, nothing to mix. That one's mine."
On screen
Scent-free. Zero calories. Water resistant. Nothing to mix.
Who it is for
The label reader, 35 to 50.
Do
Read only what is printed on the Party Patch pack.
Don't
Say it works better than anything. Compare facts, never results.
-
Say your age
Openers
- I'm thirty-eight and I just read what's in the stuff I take after a night out.
- Powder stick versus patch. Read the back with me.
- I'm not a scientist. I can read a label. Let's go.
Shots
- Open · 0 to 3s: The double flip.
- Middle: Pointing at lines on both, reading only what is printed. Pack facts on screen.
- Close: The patch goes on. "Scent-free, zero calories, nothing to mix. That one's mine."
On screen
Scent-free. Zero calories. Water resistant. Nothing to mix.
Who it is for
The label reader, 35 to 50.
Do
Read only what is printed on the Party Patch pack.
Don't
Say it works better than anything. Compare facts, never results.
Reference
Waterboy (inspiration)
'I'm 35 and I just found out what's in these.' Steal the age plus the flip.
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Say your age
Openers
- I'm thirty-eight and I just read what's in the stuff I take after a night out.
- Powder stick versus patch. Read the back with me.
- I'm not a scientist. I can read a label. Let's go.
Shots
- Open · 0 to 3s: The double flip.
- Middle: Pointing at lines on both, reading only what is printed. Pack facts on screen.
- Close: The patch goes on. "Scent-free, zero calories, nothing to mix. That one's mine."
On screen
Scent-free. Zero calories. Water resistant. Nothing to mix.
Who it is for
The label reader, 35 to 50.
Do
Read only what is printed on the Party Patch pack.
Don't
Say it works better than anything. Compare facts, never results.
Reference
Waterboy (inspiration)
'Check the label.' Steal the finger running down the panel.
-
Say your age
Openers
- I'm thirty-eight and I just read what's in the stuff I take after a night out.
- Powder stick versus patch. Read the back with me.
- I'm not a scientist. I can read a label. Let's go.
Shots
- Open · 0 to 3s: The double flip.
- Middle: Pointing at lines on both, reading only what is printed. Pack facts on screen.
- Close: The patch goes on. "Scent-free, zero calories, nothing to mix. That one's mine."
On screen
Scent-free. Zero calories. Water resistant. Nothing to mix.
Who it is for
The label reader, 35 to 50.
Do
Read only what is printed on the Party Patch pack.
Don't
Say it works better than anything. Compare facts, never results.
Reference
Cheers (inspiration)
Tip first, product last: 'This simple routine shift could help you sleep better after a few drinks. Drink when the sun's out, stop when the sun's down.' Then why (GABA rebound), then the product. Steal the structure (free tip, the why, then the patch), not their claims. Party Patch makes no medical
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Show it
Openers
- Do I smell? No. Do I fall off in the pool? No. Do I have calories? No. What am I?
- Twenty questions with the thing on my arm. Go.
- Guess what I am. You get three questions.
Shots
- Open · 0 to 3s: Puppet patch, the voice.
- Middle: The run of questions, one-word answers, cuts getting quicker. A friend sniffs your arm and guesses wrong.
- Close: It goes on your arm. "I'm Party Patch." Then the door.
On screen
Smell? No. Pool? No. Calories? No.
Who it is for
Any creator with a sense of humor and a free hand.
Do
One-word answers only. Stick to pack facts: scent-free, zero calories, water resistant.
Don't
Ever answer "cure". And say water resistant, not waterproof.
-
Show it
Openers
- Do I smell? No. Do I fall off in the pool? No. Do I have calories? No. What am I?
- Twenty questions with the thing on my arm. Go.
- Guess what I am. You get three questions.
Shots
- Open · 0 to 3s: Puppet patch, the voice.
- Middle: The run of questions, one-word answers, cuts getting quicker. A friend sniffs your arm and guesses wrong.
- Close: It goes on your arm. "I'm Party Patch." Then the door.
On screen
Smell? No. Pool? No. Calories? No.
Who it is for
Any creator with a sense of humor and a free hand.
Do
One-word answers only. Stick to pack facts: scent-free, zero calories, water resistant.
Don't
Ever answer "cure". And say water resistant, not waterproof.
-
Show it
Openers
- Do I smell? No. Do I fall off in the pool? No. Do I have calories? No. What am I?
- Twenty questions with the thing on my arm. Go.
- Guess what I am. You get three questions.
Shots
- Open · 0 to 3s: Puppet patch, the voice.
- Middle: The run of questions, one-word answers, cuts getting quicker. A friend sniffs your arm and guesses wrong.
- Close: It goes on your arm. "I'm Party Patch." Then the door.
On screen
Smell? No. Pool? No. Calories? No.
Who it is for
Any creator with a sense of humor and a free hand.
Do
One-word answers only. Stick to pack facts: scent-free, zero calories, water resistant.
Don't
Ever answer "cure". And say water resistant, not waterproof.
Reference
Waterboy (inspiration)
The self-interview. Steal the yes/no run and the reveal.
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Show it
Openers
- Do I smell? No. Do I fall off in the pool? No. Do I have calories? No. What am I?
- Twenty questions with the thing on my arm. Go.
- Guess what I am. You get three questions.
Shots
- Open · 0 to 3s: Puppet patch, the voice.
- Middle: The run of questions, one-word answers, cuts getting quicker. A friend sniffs your arm and guesses wrong.
- Close: It goes on your arm. "I'm Party Patch." Then the door.
On screen
Smell? No. Pool? No. Calories? No.
Who it is for
Any creator with a sense of humor and a free hand.
Do
One-word answers only. Stick to pack facts: scent-free, zero calories, water resistant.
Don't
Ever answer "cure". And say water resistant, not waterproof.
Reference
The Good Patch (inspiration)
Creator explains the format in one line: 'It's a wearable wellness patch you put on the inside of your wrist.' Then when she wears it (morning instead of coffee, midday). Steal: show the wrist, say where it goes and when, nothing else.
-
Show it
Openers
- POV: you're the only one at brunch not wearing sunglasses inside.
- Guess which one of us wore a patch last night.
- Same night. Different mornings. Pass the menu.
Shots
- Open · 0 to 3s: The table, the three pairs, the push-in.
- Middle: The sleeve, the patch, a tiny smile.
- Close: She orders for everyone. The others nod slowly.
On screen
Same night. Different mornings.
Who it is for
Any friend group. No talking needed.
Do
Trending sound, under ten seconds, film it at a real brunch.
Don't
Make the friends look sick. Sunglasses is as far as it goes.
Reference
Waterboy (inspiration)
A 6.5-second one-visual joke ('if I'm gonna suffer I'd at least like to be hydrated about it'). Steal the brevity.
How to film it
Watch the referenceBefore you film
Thirty seconds. Saves you a video we cannot run.
-
Pick one
Tap any video. Watch how they filmed it.
-
Copy it
Same idea, your place, your voice, our product.
-
Film it right
Run the checklist beside this.
-
Submit your video
Send it in so it can run as an ad.
Film it in three moves
Say it right, only if you mention it 10 rules
Skip these 6 to avoid