7 Commercial Script Examples: 15, 30 & 60-Second Template
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. I start each marketing video with one question: what would make someone care about this product? Ideally, I answer before my coffee gets cold. Mine usually becomes brown soup.
Then comes the blank document. I once stared at one as if it might write the opening line out of pity. It remained a rectangle. Very rude.
Quick answer: A strong commercial script pairs one message with matching visuals. Start with 25 to 35 spoken words for 15 seconds, 50 to 65 for 30, and 100 to 130 for 60, then time it aloud.
Commercial script examples at a glance
| Format | Length | Best for |
|---|---|---|
| Problem and solution | 30 seconds | A familiar frustration |
| Product demonstration | 15 seconds | One visible benefit |
| SaaS walkthrough | 30 seconds | A simple software workflow |
| Lifestyle or creator-led | 25 seconds | A product used in daily life |
| YouTube pre-roll | 15 seconds | A focused, skippable offer |
| Brand story | 60 seconds | An origin that explains the product |
| Promotional offer | 15 seconds | A real discount or deadline |
Choose the format that matches your product and footage. You do not need seven actors. Your dog can keep his day job.
What is a commercial script?
A commercial script explains what viewers hear and see in an advertisement: voiceover, dialogue, shots, actions, on-screen text, timing and the call to action. Advertisement script and ad script usually mean the same thing.
An 
ad storyboard turns those directions into frames. StudioBinder’s commercial script guide uses an audio and visual layout to pair each line with its shot.
Commercial script format and template
| Timing | Audio: what we hear | Visual: what we see |
|---|---|---|
| 0 to 5 seconds | Hook or main benefit | Product, result or problem |
| 5 to 20 seconds | Explanation or demonstration | Product in use or supporting footage |
| 20 to 27 seconds | Proof or offer | Evidence, result or relevant detail |
| 27 to 30 seconds | Brand and CTA | Product, logo and next action |
Adjust the row count to the story. The stopwatch matters most.
7 commercial script examples
Replace fictional details with accurate information and clear all media rights.
Template 1: The 30-Second Problem-Solution Commercial
Best for: Products that remove an everyday frustration.
Show the problem quickly, then let the product fix it on camera. The benefit should be visible and specific.
Structure:
PROBLEM → A familiar annoyance
PRODUCT → Introduce the solution
BENEFIT → Show the practical result
CTA → One clear next step
Example (30s):
“Under this desk: three pens, one ancient biscuit, and no sign of my charger. Meet CableNest. Clip it to your desk, slide your cables into place, and keep the ends within reach. Plug in without crawling around. Pick your colour and shop CableNest. The biscuit? Leave that alone.”
What makes it work: The viewer sees the problem and solution. It is a cable clip, not a candidate for president.
See it in action: Film the cable mess, the biscuit, installation, an easy cable grab, colours and CTA.
Under this [place]: [unexpected object] and no sign of [thing you need]. Meet [product]. [Action one], [action two], and [practical benefit]. [Complete the task] without [old workaround]. [CTA].For a creator-led approach, use these 
UGC script templates.
Template 2: The 15-Second Product Demo
Best for: Physical products with one visible advantage.
Keep the voiceover short and let the demonstration explain the design. Your sandwich does not need a spokesperson.
Structure:
PROBLEM → Show the annoying situation
DEMO → Reveal the useful feature
RESULT → Show the improvement
CTA → Tell viewers what to do
Example (15s):
“Your sandwich did not ask to sit in your strawberries. Give lunch some personal space. BentoDay has separate compartments for sandwiches, fruit and snacks. Pack it. Close it. Go. Shop your size.”
What makes it work: The camera carries the explanation. Do not claim it is leakproof unless you can prove it. Yoghurt inside a laptop bag is a strict fact-checker.
See it in action: Film mixed food, the compartment reveal, packing, closing and CTA.
Your [item] did not ask to [annoying situation]. [Product] has [visible feature] for [practical benefit]. [Action one]. [Action two]. [CTA].TikTok’s Creative Codes recommends a clear hook, body and close.
Template 3: The 30-Second SaaS Commercial
Best for: Software that replaces a messy process.
Show one complete workflow instead of touring every setting. The settings page will survive without its close-up.
Structure:
FRICTION → Show the old workflow
PRODUCT → Introduce the software
DEMO → Complete one real task
CTA → Offer the next step
Example (30s):
“Tuesday? Thursday? Next Tuesday? Six emails later, you still have not booked the meeting. Meet MeetLane. Share your booking link, let your client choose a slot, and watch it appear in your calendar. Choose. Confirm. Done. Save the conversation for the actual call. See the demo.”
What makes it work: Buyers see what they would do. Generated buttons your product does not have make terrible onboarding instructions.
See it in action: Film the email chain, real booking flow, calendar confirmation and CTA.
[Suggestion one]? [Suggestion two]? You have [wasted effort] and still have not [finished task]. Meet [software]. [First action], [second action], and watch [visible result]. Save [effort] for [important work]. [CTA].Our 
AI video script guide explains how to plan scenes from product information.
Template 4: The 25-Second Lifestyle Commercial
Best for: Products that fit naturally into an everyday routine.
Start with a recognisable situation, then show where the product belongs. Babies still do not come with a pause button. Very poor product design.
Structure:
SITUATION → Open inside everyday life
NEED → Name the personal challenge
PRODUCT → Fit the product into the routine
CTA → Offer the next step
Example (25s):
“One toddler. Another baby on the way. Nobody ordered extra sleep. Breakfast still needs to happen. These are DayReady overnight oats. Add a spoon, and that is one less thing to organise. Busy feeding everyone else? Save something for yourself. See the flavours and order your first box.”
What makes it work: The viewer can picture the product in their own day. Keep personal details truthful and follow the FTC’s endorsement guidance.
See it in action: This creator partnership uses the same routine-first approach. It is not an independent review, and our fictional example does not copy its claims. See the campaign context.
[Familiar responsibility] is happening, and [everyday need] still needs attention. This is [product]. [Simple action] gives you [practical benefit]. Busy [relatable situation]? [CTA].For a longer format, see these 
video sales letter examples.
Template 5: The 15-Second YouTube Pre-Roll
Best for: A focused message aimed at viewers who may skip.
For skippable in-stream ads, viewers may skip after five seconds. Their finger is already warming up.
Structure:
HOOK → Show the problem immediately
PRODUCT → Name the solution early
DEMO → Prove the main benefit
CTA → Give one next action
Example (15s):
“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 makes it work: The product and benefit arrive before an early skip. A slow logo reveal belongs at a royal entrance, not here.
See it in action: Film the shoe problem, product reveal, storage demonstration, dimensions and CTA.
Welcome to [familiar place]. Mind the [problem]. [Product] [visible benefit], then [secondary feature]. Same [place]. Less [old workaround]. [Purchase detail and CTA].Google’s ABCD framework is a useful review checklist. For vertical placements, use our 
YouTube Shorts ads guide.
Template 6: The 60-Second Brand Story
Best for: Products whose origin explains their design.
The story needs to clarify a product choice or benefit. The complete history of the first logo can stay at Christmas dinner.
Structure:
SITUATION → Show the original frustration
DECISION → Explain why the product exists
PRODUCT → Demonstrate the design
INVITE → Help the viewer explore it
Example (60s):
“Our dining table had two jobs. Dinner was losing. Every evening, we moved the laptop and searched for somewhere to put the plates. That is why we made FoldRoom, a folding desk for homes without a spare office. Open it for work. Fold it away when finished. We wanted a workspace that did not take over the room. See the measurements and finishes. Make room for work, then dinner. Explore FoldRoom.”
What makes it work: The origin explains the design. Skip the invented garage story. Garages have suffered enough.
See it in action: Film the crowded table, desk setup, daily use, folding action, measurements and restored room.
Our [place] had two jobs. [Important activity] was losing. That is why we made [product], [what it is] for [audience]. [Show setup and use]. We wanted [benefit] without [old problem]. [Purchase detail and CTA].For other visual approaches, browse these 
AI-generated advertising examples.
Template 7: The 15-Second Promotional Commercial
Best for: A genuine discount, launch or deadline.
State the product, saving, eligibility and deadline clearly. A candle offer should not require a calculator and a lawyer.
Structure:
OFFER → Lead with the real saving
PRODUCT → Clarify what is eligible
DEADLINE → Give the actual date
CTA → Explain where to buy
Example (15s):
“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 makes it work: The saving, product and deadline are clear. Do not hide terms or restart the countdown every morning.
See it in action: Film the before and after, eligible colours, sizes, offer, deadline, terms and CTA.
New [expensive item]? Nope. New [simple replacement]. Get [real offer] on [eligible products] until [actual date]. Pick your [option]. Check your [fit]. [CTA and essential terms].20 commercial opening lines
| Type | Formula |
|---|---|
| Problem | “Still dealing with [frustration]?” |
| Result | “Here is what [task] looks like with [product].” |
| Demo | “Watch what happens when I [use product].” |
| Comparison | “[Old option] takes [time]. This takes [time].” |
| Cost | “You do not need a new [expensive item].” |
| Mistake | “The reason [task] keeps going wrong is [cause].” |
| Question | “Why is [simple task] still this difficult?” |
| Objection | “Think [category] is [objection]? Look at this.” |
| Transformation | “This was [before]. Then this happened.” |
| Product first | “This is [product], and it fixes [problem].” |
| Time | “I finished [task] before [short event].” |
| Sensory | “Listen to that [sound].” |
| Founder | “We made [product] because [real frustration].” |
| Audience | “If you [specific behaviour], this is for you.” |
| Contrarian | “You probably do not need [expected solution].” |
| Number | “Three things make [product] different.” |
| Offer | “[Offer] ends on [real date].” |
| Tutorial | “A better way to [task], in three steps.” |
| Scene | “It is [situation], and [problem] is back.” |
| CTA | “Need [outcome] before [deadline]? Start here.” |
Match the opening to the tone. A calm brand film does not need to behave like a smoke alarm in a library.
Adapt the script for each platform
| Placement | Adjustment |
|---|---|
| TikTok or Reels | Open immediately, use natural language and keep captions concise. |
| Meta feed | Make the benefit clear through visuals and text as well as audio. |
| YouTube pre-roll | Show the product and reason to care before the earliest skip. |
| Website | Use 30 or 60 seconds to answer the main objection before the CTA. |
| Brand video | Add breathing room, but tie the story to a product benefit. |
Write and time the final script
Choose one audience, one promise and one action. Pair every important line with a relevant visual. Add only proof you can support, then read the complete script at a natural pace.
If it runs long, remove background and secondary benefits before speeding up the voiceover. Do not hire an auctioneer.
Use a simple shot plan before production:
| Timing | What we hear | What we see |
|---|---|---|
| 0 to 4s | “Found the biscuit. Still no charger.” | Search under the desk. |
| 4 to 11s | “CableNest keeps cable ends within reach.” | Fit the organiser and insert cables. |
| 11 to 15s | “Pick your colour. Shop CableNest.” | Grab the charger, then show the CTA. |
Plan captions using W3C guidance and review automatic text. Product names deserve better than autocorrect. Change one variable per comparison using our 
creative testing guide. Your favourite font is not a performance metric.
Generate and produce your commercial with Reloop
Paste your product URL, choose the format, then review the script and scenes.
AI Ad Script Generator
Generate an AI ad video script from any product URL.
The free script generator provides a draft. Verify every detail and unsupported claim.
Reloop is an AI marketing video platform for small teams. Its AI Agent builds scripts, visuals, voiceover, captions and an editable video draft. You control the facts and creative choices. A fast wrong claim is still wrong.
