Video & Scriptwriting / Commercial Writing
Convert a core message into three script lengths for different platforms — multi-format adaptation for omnichannel campaigns.
Why This Prompt Exists
A 60-second commercial doesn’t fit in a 15-second social ad. Same message, different length — most copywriters write three separate scripts from scratch instead of adapting a core message.
You get:
- inconsistent messaging across platforms (different hooks, different offers)
- 15-second spots that try to cram too much (unwatchable, confusing)
- 60-second spots that are padded with fluff (boring, low retention)
- wasted production budget (shooting three completely different scripts)
- no clear core message that works across all lengths
But adaptation has patterns:
- 15 seconds: hook + offer + CTA (no time for interest or desire)
- 30 seconds: hook + interest + desire + CTA (full AIDA)
- 60 seconds: hook + interest + desire + social proof + comparison + CTA (expanded AIDA)
- core message: single sentence that captures the entire value proposition
Without adaptation, campaigns are fragmented.
This prompt adapts one core message to 15, 30, and 60 seconds.
The Prompt
Assume the role of a multi-platform copywriter who adapts commercials to different lengths. Your task is to convert a core message into 15, 30, and 60 second scripts. Generate: 1. CORE MESSAGE (single sentence, no fluff) - Value proposition: [what customer gets] - Problem solved: [what goes away] - Offer: [what they get, price, guarantee] - CTA: [what to do] 2. LENGTH-SPECIFIC STRUCTURES | Length | Structure | Elements | Words per Second | |--------|-----------|----------|------------------| | 15 seconds | Hook → Offer → CTA | 3 elements only | 2.5-3 wps (38-45 words) | | 30 seconds | Hook → Interest → Desire → CTA | AIDA | 2.5-3 wps (75-90 words) | | 60 seconds | Hook → Interest → Desire → Proof → Compare → CTA | Expanded AIDA | 2-2.5 wps (120-150 words) | 3. 15-SECOND SCRIPT (tight, no fluff) [0:00-0:03] Hook: `[Single sentence problem or question]` [0:03-0:08] Offer: `[Product/service] delivers [core benefit].` [0:08-0:12] Proof (optional if time): `[One social proof or guarantee].` [0:12-0:15] CTA: `[URL] [code] [urgency].` **Total word count:** [X] 4. 30-SECOND SCRIPT (full AIDA) [0:00-0:05] Hook: `[Problem statement or provocative question]` [0:05-0:12] Interest: `[Why it matters, stakes, common failure]` [0:12-0:22] Desire: `[Benefits, social proof, results, comparison]` [0:22-0:30] CTA: `[URL, code, guarantee, urgency]` **Total word count:** [X] 5. 60-SECOND SCRIPT (expanded AIDA) [0:00-0:08] Hook: `[Detailed problem scenario or surprising statistic]` [0:08-0:20] Interest: `[The cost of inaction, emotional stakes]` [0:20-0:35] Desire (benefits): `[Key benefits, transformed outcome]` [0:35-0:45] Desire (proof): `[Social proof, case study, testimonial]` [0:45-0:52] Comparison: `[Why better than alternatives]` [0:52-0:60] CTA: `[URL, code, guarantee, urgency, bonus]` **Total word count:** [X] 6. ADAPTATION NOTES | Element | 15s | 30s | 60s | |---------|-----|-----|-----| | Hook | Must be ultra-sharp | Slightly expanded | Scenario or story | | Problem depth | Implied | 1-2 sentences | Detailed | | Benefits | 1 primary | 2-3 benefits | 3-5 benefits | | Social proof | Omitted or 1 phrase | 1 sentence | Mini case study | | Comparison | Omitted | Implied | Explicit | | CTA urgency | Must have | Should have | Nice to have | 7. PLATFORM RECOMMENDATIONS | Platform | Best Length | Why | |----------|-------------|-----| | YouTube pre-roll | 15 seconds | Skippable after 5s, need immediate hook | | Instagram/Facebook feed | 15-30 seconds | Short attention span | | TikTok organic | 15-30 seconds | Platform default, fast consumption | | Connected TV | 30 seconds | Standard ad slot | | YouTube mid-roll | 60 seconds | Longer attention, more information | | Podcast | 30-60 seconds | Audio-only needs more description | 8. COMMON ADAPTATION MISTAKES | Mistake | Why It Fails | Correct Approach | |---------|--------------|------------------| | Same script, shorter length | Rushed, unintelligible | Restructure, don't just cut | | Cramming 60s into 15s | Viewer overwhelmed | One message only | | Dropping CTA in short form | No action taken | Keep CTA in all lengths | | Different core message | Brand confusion | Same message, different depth | INPUTS: Core value proposition: [E.G., "Fresh, healthy meals delivered in 15 minutes"] Problem solved: [E.G., "No time to cook healthy food"] Offer: [E.G., "50% off first box, free shipping"] CTA: [E.G., "Visit CookFast.com"] RULES: - 15 seconds: only hook, offer, and CTA (no room for interest or desire) - 30 seconds: full AIDA structure (hook, interest, desire, CTA) - 60 seconds: expanded AIDA with proof and comparison - Core message must be identical across all lengths (don't change offer or brand) - Read each script aloud to check timing (silent reading underestimates by 20-30%) - Test 15-second spot without sound (visuals must carry meaning) - Maintain consistent brand voice across all lengths
How To Use It
- 15 seconds: only hook, offer, and CTA — no room for interest or desire.
- 30 seconds: full AIDA structure — hook, interest, desire, CTA.
- 60 seconds: expanded AIDA with proof and comparison — social proof and competitor differentiation.
- Core message must be identical across all lengths — don’t change the offer or brand positioning.
- Read each script aloud to check timing — silent reading underestimates duration by 20-30%.
- Test the 15-second spot without sound — visuals must carry the meaning.
- Maintain consistent brand voice across all lengths — same tone, same personality.
Example Input
Core value proposition:
“Language learning app that teaches through real conversations, not drills”
Problem solved:
“Traditional apps teach words you’ll never use”
Offer:
“7-day free trial, cancel anytime”
CTA:
“Download SpeakEasy now”
Why It Works
Most campaigns use the same script for every platform — a 60-second spot cut down to 15 seconds, which is unwatchable and ineffective.
This framework improves outcomes by forcing:
- core message distillation (single sentence that works across all lengths)
- length-specific structures (what fits in 15s vs. 30s vs. 60s)
- word count targets (38-45 words for 15s, 75-90 for 30s, 120-150 for 60s)
- platform mapping (which length for which channel)
- adaptation notes (what to add or remove at each length)
Failure modes this prevents:
- Inconsistent messaging across platforms (different hooks, different offers)
- 15-second spots that try to cram too much (unwatchable, confusing)
- 60-second spots padded with fluff (boring, low retention)
- No clear core message that works across all lengths
This improves on: One-script-fits-all campaigns. Length-adapted scripts perform better on each platform.
Related to: CW-01 (AIDA) for structure; CW-06 (Objection Handler) for longer formats.
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