How many words should a 30-second commercial script have?

Try 50–65 spoken words as a drafting estimate, then time the delivery. Demonstrations, pauses and disclosures may require fewer. For 15 seconds, focus on one message; 60 seconds gives you more room. The stopwatch matters more than the word count. “Fits in the document” isn't the same as “fits in the ad.”

Can I use these scripts for a real commercial?

Yes, adapt our original scripts and templates. Replace fictional details and check every feature and offer. The embedded video is a third-party reference, not footage supplied with reuse permission. Clear customer, footage and music rights for your own ad. For broadcast placement, also check the broadcaster's delivery and clearance requirements.

How do I turn a 30-second script into 15 seconds?

Keep one reason to care, one product demonstration and one action. Remove the extra example or explanation before cutting the brand name or making the voiceover faster. For instance: “Can't find your charging cable? CableNest keeps it at the edge of your desk. Clip it in and shop your colour.”

Does a commercial need a testimonial?

No. A clear demonstration can be more appropriate, especially when you don't have genuine customer evidence. Use testimonials to answer a specific doubt, not simply to add someone saying they love everything.

Can AI write the whole commercial?

AI can produce a useful first draft and variations. You still need to supply accurate product information, verify claims, check customer permissions and review the final output.

How do I know which part of my commercial script needs improving?

If viewers leave early, check the opening line and first shot. If they watch but don't click, clarify the benefit and CTA. Clicks without purchases may point to the landing page or offer, not the script. Treat these as clues, then test one change at a time. More clicks aren't automatically better if nobody buys. Applause doesn't pay the invoices.

Guides

September 5, 2026·Updated September 5, 2026

7 Commercial Script Examples + Free Script Generator

You can have a great product and still have absolutely no idea what to say in its commercial.

I'm Aurélien, co-founder of Reloop. My favourite starting point for a marketing video is a simple question: what would make someone care about this product? Preferably before their coffee gets cold. Mine has already given up.

A blank script document doesn't help much. Staring at it harder is, sadly, not a writing technique.

Below are seven commercial script examples you can adapt, with spoken lines, filming notes and copy-and-paste templates. There's also a free script generator if you'd rather start with your product URL.

These are original teaching scripts for fictional brands, not approved campaign copy. One real video illustrates the lifestyle format; our script adapts its approach, not its wording. Use truthful details. Timings are targets: read your version aloud before filming.

What is a commercial script?

A commercial script sets out what people hear and see in an advertisement: dialogue, voiceover, product shots, on-screen text and the next action.

An audio/video layout keeps those elements together, as shown in StudioBinder's commercial script guide. A script supplies the words and directions; an ad storyboard adds the pictures.

Choose your commercial script example

Example	Target length	Choose it when…
Problem and solution	30 seconds	Your product solves a familiar frustration
Product demonstration	15 seconds	One visible action explains the benefit
SaaS walkthrough	30 seconds	People need to see how your software works
Lifestyle / creator-led	About 25 seconds	A genuine personal situation explains the product's relevance
YouTube pre-roll	15 seconds	You need to make your point before viewers skip
Brand story	60 seconds	Why you made the product matters
Promotional offer	15 seconds	You have a specific, genuine offer

Use the copy icon on each script or template, then personalise the details. Pick the version that suits your product and available footage. You don't need seven actors. Your dog can keep his day job.

1. A 30-second problem-solution commercial script

Best for: Products that remove a small, annoying daily problem.

This example sells a fictional desk cable organiser. Show the tangled cables immediately, then demonstrate the fix. Nobody needs a dramatic backstory about a charging cable.

Structure: Recognisable problem → product in use → practical benefit → CTA.

Example script: Problem-solution (30 seconds)

Under this desk: three pens, one ancient biscuit, and absolutely no sign of my charger. Sound familiar? Meet CableNest. Clip it to your desk, slide your cables into place, and keep the ends where you can reach them. Plug in without crawling around before your next meeting. Pick your colour and shop CableNest. The biscuit? We recommend leaving that alone.

What to film: Start under the desk with the biscuit. Reveal CableNest as it's named, show installation and a cable grab, then finish with the CTA and biscuit cutaway.

Copy and personalise: Problem-solution (30 seconds)

Under this [place]: [unexpected object], [another object],
and no sign of [thing you need]. Sound familiar?Meet [product]. [First action], [second action], and keep
[thing you need] [within reach or other benefit].[Complete the task] without [workaround]. Shop [product].
The [unexpected object]? We recommend leaving that alone.

Why it works: The viewer sees the inconvenience and the solution. “Keeps your charging cable within reach” is more useful than “revolutionises your workspace.” It's a cable clip. Let's not nominate it for president.

For a creator speaking directly to their audience, use our UGC script templates instead.

2. A 15-second product demo commercial script

Best for: Physical products with a benefit you can show in seconds.

Our fictional lunchbox has separate compartments. Let the camera explain the design. Your sandwich doesn't need a spokesperson.

Structure: Show the problem → demonstrate the feature → invite the purchase.

Example script: Product demo (15 seconds)

Your sandwich didn't ask to sit in your strawberries. Give lunch some personal space. BentoDay has separate compartments for your sandwich, fruit and snacks. Pack it. Close it. Go. Shop your size.

What to film: Open on the sandwich touching fruit. Show the compartments as they're mentioned, then pack, close and display the CTA.

Copy and personalise: Product demo (15 seconds)

Your [item] didn't ask to [annoying situation].
Give [everyday activity] some [simple improvement].[Product] has [visible feature] for [items or uses].
[Action one]. [Action two]. Go. Shop your [option].

Why it works: The footage does some of the explaining, leaving room for a natural voiceover. Don't add “leakproof” unless you can support it. Nobody wants to discover the limitations with yoghurt in their bag.

TikTok's Creative Codes recommends a hook, body and close. This compact structure is useful when adapting the demo for a social feed.

3. A 30-second SaaS commercial script

Best for: Software that replaces a messy, recognisable process.

For this fictional booking app, show one booking from start to finish. A tour of every settings menu can wait. Preferably until someone asks.

Structure: Workflow frustration → actual screen demonstration → clear outcome → CTA.

Example script: SaaS walkthrough (30 seconds)

Tuesday? Thursday? Next Tuesday? You've exchanged six emails and still haven't had the meeting. Meet MeetLane. Share your booking link, let your client pick an available slot, and watch the appointment appear in your calendar. Choose a time. Confirm. Done. Save the conversation for the actual call. See the booking flow in our demo and check the plans on our website.

What to film: Show dates appearing in the email chain. Introduce MeetLane with real booking footage, then show confirmation and the demo CTA.

Copy and personalise: SaaS walkthrough (30 seconds)

[Suggestion one]? [Suggestion two]? [Yet another suggestion]?
You've [wasted effort] and still haven't [finished the task].Meet [software]. [First action], [second action], and watch
[visible result]. [Short action]. Confirm. Done.Save [effort] for [important work].
See our demo and check [purchase details].

Why it works: Buyers see what they would actually do. Use real interface footage rather than AI-generated buttons that your app doesn't have. “Click the imaginary button” makes a terrible onboarding instruction.

Our AI video script guide explains how to turn product information into scene-by-scene directions.

4. A 25-second lifestyle commercial script

Best for: Showing how a product fits into an everyday routine.

A lifestyle commercial starts with something the audience recognises, such as a busy morning or looking after the family. The creator explains where the product fits, as if they're talking to a friend. Start with the person, not a list of ingredients.

In this example, a dad connects looking after himself with looking after his family. He shows the product in his kitchen, then returns to family life before the CTA. Babies don't come with a pause button. Very poor product design.

This is a creator partnership, not an independent review. The original campaign details provide the source context.

Structure: Everyday situation → personal need → product in the routine → CTA.

Example script: Lifestyle (25 seconds)

One toddler. Another baby on the way. Nobody ordered extra sleep. Breakfast still needs to happen. These are DayReady overnight oats. Grab a pot, add a spoon, and that's one less thing to organise. Busy feeding everyone else? Save something for yourself. See the flavours and order your first box.

This fictional breakfast-product script borrows the video's family-routine approach. It isn't a transcript or a claim about the product shown. The reference clip runs about 25 seconds; time your own delivery.

What to film: Start with the busy morning, show the breakfast pot and spoon as they're mentioned, then return to the creator for the CTA.

Copy and personalise: Lifestyle (25 seconds)

One [current responsibility]. Another [change] on the way.
Nobody ordered extra [time or other resource].
[Everyday need] still needs to happen.These are [product]. [Simple action], [second action],
and that's one less thing to organise.Busy [looking after others or another familiar situation]?
Save something for yourself.
See the [options] and [next step].

Why it works: The viewer can picture using the product in their own day. Keep personal details truthful and follow the FTC's endorsement guidance on claims and disclosures.

Need more space for evidence and objections? Use our video sales letter examples.

5. A 15-second YouTube pre-roll commercial script

Best for: A clear offer aimed at people who may skip.

For skippable in-stream ads, viewers can skip after five seconds. Introduce the product and reason to care early. Their finger is already warming up.

Structure: Product and benefit → short demonstration → direct action.

Example script: YouTube pre-roll (15 seconds)

Welcome to our hallway. Mind the shoe. And that shoe. FoldStep gets them off the floor, then folds flat when empty. Same hallway. Less hopping. Check the measurements and shop FoldStep.

What to film: Step around shoes, with FoldStep visible nearby. Show the shoes being stored, then the empty rack folding. Finish with dimensions and CTA. Don't fold it full of shoes.

Copy and personalise: YouTube pre-roll (15 seconds)

Welcome to our [familiar place]. Mind the [problem].
And that [second problem].[Product] [visible benefit], then [secondary feature].
Same [place]. Less [annoying workaround].Check [purchase detail] and shop [product].

Why it works: Even an early skip can happen after viewers have seen what you sell. Don't spend the opening five seconds slowly revealing a logo. It's an ad, not a royal entrance.

Google's ABCD creative framework covers attention, branding, connection and direction. Use it as a review checklist, not a promise of results.

This is an in-stream example. For the vertical feed, follow our YouTube Shorts ads guide.

6. A 60-second brand story commercial script

Best for: Products where the reason behind the design helps buyers understand its value.

Use a genuine story when adapting this fictional furniture-brand example. You don't need to claim you built the first desk in a garage. Garages have suffered enough.

Structure: Real situation → design decision → product details → invitation.

Example script: Brand story (60 seconds)

Our dining table had two jobs. Dinner was losing. Every evening, we'd move the laptop, untangle the charger, and look for somewhere to put the plates. That's why we made FoldRoom: a folding desk for homes without a spare room waiting to become an office. Open it in the morning. Set out your laptop and notebook. When work is finished, clear the surface and fold it away. We wanted somewhere to work that didn't take over the room after work. You can see the measurements, finishes and setup on our website before choosing yours. Make room for your working day. Then make room for dinner. Preferably while it's still hot. Explore FoldRoom.

What to film: Move from the crowded table to opening the desk. Show each action when it's mentioned. Finish with the desk folded away, measurements, restored dining space and CTA.

Copy and personalise: Brand story (60 seconds)

Our [place or object] had two jobs. [Important activity]
was losing. Every [occasion], we'd [inconvenient routine].That's why we made [product]: [what it is] for [audience].
[Show setup]. [Show use]. When you're finished, [show finish].We wanted [practical improvement], without [old problem].
Check [measurements, options or other useful details].
Make room for [task]. Then make room for [what comes next].
Explore [product].

Why it works: The story explains the product choices. Keep the details that matter to the buyer, not the complete company history. Your cousin's opinion on the first logo can stay at Christmas dinner.

For visual approaches beyond live filming, browse these AI-generated advertising examples.

7. A 15-second promotional commercial script

Best for: A real discount, launch offer or time-limited promotion.

Make the product, saving and terms easy to understand. Nobody should need a calculator and a lawyer to buy a candle.

Structure: Offer → relevant product detail → genuine deadline → CTA.

Example script: Promotional offer (15 seconds)

New sofa? Nope. New cushion covers. Get twenty percent off selected SoftHome covers until Sunday. Pick your colour. Check your size. Keep the sofa, and your favourite spot. Shop online. Exclusions apply.

What to film: Reveal the same sofa with new covers. Show the discount, colours and sizes as they're mentioned. Keep the deadline and essential terms readable through the CTA.

Copy and personalise: Promotional offer (15 seconds)

New [expensive item]? Nope. New [simple replacement].Get [real offer] on [eligible products] until [actual date].
Pick your [option]. Check your [fit or size].
Keep the [expensive item], and your [favourite part].Shop [destination]. [Essential terms].

Why it works: The offer is clear. Replace “Sunday” with the actual date. Don't reset the countdown every morning. Your sale shouldn't celebrate its last day for six months.

Generate a commercial script for your product

Use the free tool below: paste your product URL, choose a platform, select a script style and set a target duration.

AI Ad Script Generator

Generate an AI ad video script from any product URL.

The free script generator provides a draft with scene suggestions. Check the product details, cut anything you can't prove and read the lines aloud. AI can write a wrong claim very quickly. Speed is not an alibi.

How to match your script to your shots

Put a simple filming instruction beside each spoken line. Here's a shortened version of the CableNest example, planned for roughly 15 seconds:

Approximate timing	What we hear	What we see
0–4s	“Found the biscuit. Still no charger.”	Someone reaches under their desk and retrieves an old biscuit.
4–11s	“CableNest keeps your cable ends within reach. Clip it in. Slide them into place.”	Close-up of fitting the organiser and inserting the cables.
11–15s	“Pick your colour. Shop CableNest.”	A hand grabs the charger easily, followed by the product and shopping CTA.

Now your creator or editor knows what to show, not just what to say. Read it aloud and adjust the timing before filming. For a full visual plan, use our ad storyboard example and template.

Before recording:

Time a natural read. Leave room for actions, pauses and the final frame. If it runs long, cut words. Don't hire an auctioneer.
Make the product visible. Mark where the viewer sees the promised benefit.
Plan captions. W3C's caption guidance includes speech and meaningful sounds. Review automatic captions; product names deserve better than autocorrect.
Test a focused change. Compare two openings while keeping the main demonstration and offer stable. Our creative testing guide helps organise variants. Your favourite font is not a conversion metric.

Reloop is an AI marketing video platform for small marketing teams. Its AI Agent can help turn product information into a video draft. Review product accuracy, visuals, voiceover and captions before publishing.

Turn your script into a video