Concept
Is salt bad for you?
Everyone on the street says salt is bad. Almost nobody can say why. The host follows up with a few simple questions about their day, and people talk themselves into a contradiction on camera. Then the host hands them an electrolyte drink to try.
Footage coming soon. This page shows the finished ad once it is filmed and cut.
Footage coming soon
How the 50 second cut is built
| Time | Beat | What happens |
|---|---|---|
| 0:00 to 0:03 | Hook | A fast run of people answering "Is salt bad for you?" with yes, yes and yes. |
| 0:03 to 0:15 | The why | The host asks why. The pauses and guesses are the tension. |
| 0:15 to 0:30 | The flip | A few simple questions about their day, and people talk themselves into a contradiction. |
| 0:30 to 0:42 | The reveal | The host pulls out an electrolyte drink mix, explains it in one breath and hands it over. |
| 0:42 to 0:50 | Reaction and close | They taste it on camera, react honestly, and the host closes. |
One shoot, several ads
Three openings, shot with every person
- Hook A · 0:00 to 0:03“Is salt bad for you?”
- Hook B · 0:00 to 0:03“Quick question. Do you avoid salt?”
- Hook C · 0:00 to 0:03“How much salt did you eat today?”
15 seconds
The hook, the fumbled whys and the product. No taste test.
30 seconds
The hook, one why, the flip, a short reveal and one reaction.
50 seconds
The full structure above, from the first yes to the close.
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