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Copy of The Hook

Published on Nov 18, 2015

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PRESENTATION OUTLINE

1.

DO YOUR COMMERCIALS STAND OUT?

OR JUST DRIFT ALONG IN THE AD-BREAK?
Photo by Frau Böb (buuusyyyy)
2.

DO LISTENERS NOTICE YOUR ADS?

Photo by betta design
3.

YOUR COMMERCIAL NEEDS A HOOK!

SO THAT LISTENERS CAN PICK IT OUT AND GRAB IT!
4.

YOU NEED A HOOK

TO LIFT YOUR COMMERCIAL UP IN THE AD-BREAK AND GET IT NOTICED!
Photo by ataferner
5.

TIME

Photo by skoeber
6.

WHEN I GET A BRIEF WITH A SHORT TURN AROUND

I TEND TO LOOK TO PACKAGE THE OFFER AND MOVE ON
Photo by RLHyde
7.

EXAMPLE

  • Brand new BMW for £199 a month
  • Becomes "199 time at Bob's BMW"
Photo by marcp_dmoz
8.

EXAMPLE

  • 50% off carpets becomes
  • "The Red Carpet Event" at Bob's Carpets
Photo by Hindrik S
9.

EXAMPLE

  • Bob's Solicitors becomes
  • "Had an accident that wasnt your fault?"
Photo by Chris Yarzab
10.

IS THAT ENOUGH?

Photo by Leo Reynolds
11.

YOUR SCRIPTS NEED SOMETHING MORE

THEY NEED A HOOK!
Photo by jasleen_kaur
12.

THE HOOK

HOOK YOUR LISTENER IN FROM THE FIRST FEW SECONDS OF YOUR COMMERCIAL
Photo by Mr Strangestain
13.

TYPES OF HOOK

  • Characters
  • Music
  • Stories
  • Sound-effects
  • New ones every week
Photo by a4gpa
14.

Untitled Slide

15.

VINCE GILLIGAN

CREATOR OF BREAKING BAD
16.

Untitled Slide

17.

VINCE GILLIGAN

  • "It's like hooking a fish. You have to set the hook early,
  • especially in a situation where peoples thumbs are
  • hovering over the remote.
  • We would sometimes spend a week trying to get the teaser right"
Photo by Ted Van Pelt
18.

HERE'S THE OPENING TO THE PILOT EPISODE

Dave Monk