Video Script: Men’s Grooming/Fitness Industry Product Commercial (Comedic) | Narrator Copy & Scene Descriptions
Genre: Promotional, comedic, powerful
Content Strategy
Create a comical, engaging commercial for use in the men’s grooming and/or fitness industries. The goal is to create an ad that promotes a powerful image, sends a positive message about a man’s role in the world, and takes on key social questions like what counts as a positive and healthy masculinity.
Script
A man walks into the gym to hit his workout for the day.
“My fellow men, before this epic pump, I remind you that the gift of being male brings with it a certain strength and confidence. These are like powerful tools to be handled properly, or wild beasts that must be tamed with care.”
As he talks, we see him passing a man repairing a gym floor with a jackhammer, the lion beside him unbothered while running on a treadmill and watching Animal Planet. The man approaches the far side of the gym, and sets up for a deadlift as a few people walk and lift around him.
“So remember my friends, never use this power to tear down. Only to lift…uuuupppp!”
Not realizing his weight is locked into the machine, he keeps pushing himself, red faced and talking through gritted teeth
“Together…we…can…lift…everyone!”
Grunting, he rips up the weight, the rack, and the floor around him, transitioning to an overhead press and admiring his form in the mirror while fellow gym-goers scream and teeter on the elevated surface
Checklist
- Incorporates uplifting elements (no pun intended) to send a positive message with humor, a common in this market
- Demonstrates key brand values – kindness, temperance, drive
- Hints at the obliviousness of hyper-masculine behaviors, highlighting them comically without being heavy handed