Just came across this article on Slate. It discusses former Creative Director Donald Gunn’s 12 “master formulas” for any and all 30-second spots. Also includes a slide show.
Personally, I’m a fan of the “ongoing characters and celebrities” approach. They always end up wacky.
What’s your favorite? Or do you even buy into the idea that there are 12 master templates? Not sure if I do.
So I propose this: I will give a special prize to the first 3 people who find a commercial that doesn’t fit into any of these models. The prize is this: A hardback copy of the Age of Conversation! Signed! Maybe even a Jumbo Edition!
Good luck…I’m sure someone will find a spot that breaks this old mold…
PS - Here's a video version of the slide show.