Copywriting Samples of TV Scripts

TV commercials for Travel West Midlands (babies on buses)

TV commercial concepts for JJB Sports

Life’s a game

Lots of fast cuts between people playing sport and people living their lives. The trick is that the one reflects the other – we see a female soccer player run to hug her team mate who’s just scored, then cut to girl in a city street running to hug her boyfriend. Of course everybody is wearing or using stuff from JJB Sports. A gymnast on a trampoline, cut to little boy jumping up and down on sofa. Background music is something uplifting like ‘We Play the Game’ by Alan Parson’s project. An executive type putts into the hole on a golf green, a young guy in a smoky snooker hall pots a red. A black guy leaps and scores in basketball, cut to pasty faced post-room boy making a perfect pitch into the wastepaper bin – celebrates! JJB Sports. Life’s a game.

All the kit!

Based on the cardboard dolls where you can change their clothes by folding over various flaps – but electronic and real! Lots of fast changes – headgear, shirts, shorts, trousers, skirts, footgear – as well as props like balls and racquets – incredibly rapid to show the amazing range at JJB Sports. Sometimes the sequences end up with a comical combination such as a boxer wearing a netball skirt, but barely glimpsed. Lots of sexy stuff and maybe some famous sporting faces in the mix. Keep it coming. Super-fast music track. Conclusion: JJB Sports have All the kit you need.

Play it your way

Dull grey city whose streets are walked by identical automatons in dark trench coats. Music a dirge. Camera pans across this dismal scene then down to street level where we follow the crowd trudging in one direction. Turn corner. Suddenly there is a burst of colour, rainbow hues bursting in shafts from double doors at the end of the street. Where else: JJB Sports. Music switches to something inspirational like ‘Colours of the Rainbow’ by Italobrothers. Hordes of trenchcoated look-alikes are pouring into the shop then emerging as individuals in colourful sportswear, kicking balls to one another, having fun. Freeze on the energy and vibrancy of this scene with JJB Sports fascia in the background. Play it your way.

Active Ingredients

Animated sportswear and gear as if worn by the invisible man or woman, except that where the head should be is the ball for that sport. So we see a football strip, socks and boots that has a football for a head. The animated character does an overhead kick and kicks off his own head which morphs into a basketball which becomes the head of a basketball player. He takes off his head and launches it at a basketball net, it falls through and morphs into a rugby ball which becomes the head of a rugby player.....and so on…..and so on….JJB. The Active Ingredients for every sport.

Step your game up

We're in the middle of a video game – our avatar isn't doing too well until he/she enters a JJB Sports shop within the game and gets kitted out. This could parody various video games such as The Sims. Halo, Second Life, World of Warcraft or Virtua Tennis. e.g. The Sims girl can't make whoopee with the chap until she's got a pink tracksuit from JJB. Our warrior in World of Warcraft needs skates and other kit from JJB to blitz the enemy and so on. Background music: chorus from 'Step your Game Up' by Ice-T

With passion

Lots of 10 second commercials, some featuring sporting heroes, others just ordinary people, talking about a seminal moment in their sporting life. (Scoring the goal that won the championship, Sinking the ball that made the difference, the pain and joy at the end of the marathon.) Moody lighting, close on face, dramatic, involving, see the passion in their eyes. No mention of JJB – just the logo at the end and the line: With passion!

Winning quality

Fantasy situations where JJB products appear to help somebody realise their wildest dream. E.g. a young kid in the crowd at a professional football match with his Dad. His team's star player is stretchered off. Our kid is called in as replacement and of course performs brilliantly in his replica kit. Music: 'Win the Race' by Modern Talking

Show your true colours

Background music: 'True colours' by Laura Talbot. Lots of different situations in which clothing colour seems to say something about the wearer. E.g. supporters in a crowd all wearing replica shirts, girls in dark urban setting wearing colourful sweatshirts, swimmer in tropical water with speedo swimsuit that perfectly matches the blue water. Footballer with bright red boots and red hair, snooker balls in triangle, great pair of trainers on a psychedelic skateboard, red boxing glove coming at screen, run of hearts being put down in poker game etc. etc.

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40 second TV commercials for H2O Spanish Property