Advertising class script writing assignment for Duct Tape

1. Stacey Reynolds
Copy Platform
Client: 3M
Product: 3M Duct Tape
Medium: Television
Unit of space: 30 seconds
Target audience: Adults 18+
Critical Information:
A) Exclusive or differentiating information
3M Duct Tape is grey. It is also durable and was built to stick. It was also
developed for hard use, not just for household use.
B) Functions these features perform for the note
The tape is reliable and will last for a long time. Duct tape also works on
mechanical use, automotive use, and other projects that just around the house.
C) Other features or functions of the note
Duct tape is more inconspicuous than its competitors, allowing for a nicer finish.
Who is our target audience?
Our audience is adults 18+. The commercial will air on channels that target our target audience,
with Russell Westbrook as the spokesperson.
A) Where are we now in the minds of our audience?
Duct tape is ubiquitous. Most adults have a roll in their households.
B) Who is our competition? Where are they in the minds of our audience?
Our competition is Duck Tape, which is the more “fun” tape. They are also a very
well-known brand. They are known for being used more for crafting and by
housewives than for serious projects though.
C) Where would we like to be in the minds of our audience?
The most popular heavy duty tape in the U.S.
Creative Tactics:
A) What is the consumer promise?
Duct Tape is strong, durable, and long lasting.
B) What is the supporting evidence?
Testimonials, personally using it.
C) What is the right tone for this ad?
Persuasive

2. VIDEO AUDIO
1) OPEN ON RUSSELL WESTBROOK CARRYING A (MUSIC: THUNDERSTRUCK BY
GIANT BOX INTO CHESAPEAKE ENERGY ARENA AC/DC, IN AND UNDER)
2) CUT TO A DARK ROOM WHERE WESTBROOK (MUSIC OUT AND UP)
IS TEARING OFF LONG STRIPS OF 3M DUCT TAPE (SFX: THUNDERBOLT AND
LIGHTNING VERY VERY
3) CUT TO AN MCU OF KEVIN DURANT DUCT FRIGHTENING FROM
TAPED TO THE WALL IN CHESAPEAKE ENERGY BOHEMIAN RHAPSODY)
ARENA, OVERLOOKING THE COURT
DURANT: “Man, what am I
Up here?”
4) ZOOM OUT TO SHOW RUSSELL WESTBROOK DURANT: “Dude get me down,
WALKING TOWARDS DURANT LAUGHING, I’m a Warrior now.”
WHILE DURANT STRUGGLES TO GET DOWN WESTBROOK: “Use Duct Tape,
5) WESTBROOK STANDS NEXT TO DURANT WHILE the tape that’s durable
HOLDING ROLL OF DUCT TAPE enough to hold up Durant.
WHILE TALKING Take your power back with
3M Duct Tape.”