Have you ever found yourself replaying an advertisement, not because you missed the information, but because you loved the experience of watching it? Maybe it was a story that tugged at your heart, a character that cracked you up, or a jingle that still echoes in your head when you are half-asleep. That’s when you know you have witnessed a smashing ad film.
At their best, ad films are cinema distilled into 30 seconds, or 3 minutes if you are lucky. They are entertainment, storytelling, and brand strategy rolled into one.
So the million-dollar question is: how do you write one?
The answer lies in understanding the different types of ads and what makes each of them tick.
Idea-based ads
Every idea-based ad has a story. These are ads that feel like mini-films. You watch because you are curious to know how it ends. The “big idea” drives the entire execution.
What makes them work is curiosity and payoff. You lean in, waiting for the punchline, the reveal, the resolution. When done right, the audience feels rewarded at the end, like they were in on a clever little secret.
If you are writing one, start with a simple, relatable thought. A small “what if” moment. What if chocolate could fix heartbreak? What if a detergent wasn’t about stains but about memories? Build the ad like you would build a short story, with a beginning, middle, and an amazing ending.
Execution-based ads
Execution-based ads are the ones that make you sit up and whisper, “How on earth did they pull that off?” They are less about plot and more about spectacle. Maybe it is the editing. Maybe it is the visual transitions. Maybe it is an out-of-the-box concept that feels impossible until you actually see it.
Think about those ads where everyday objects morph into something extraordinary, or where the whole narrative unfolds in reverse. The craft is the hero here.
When you are writing for this format, your role is to dream wildly and push boundaries. Don’t worry about how it will be shot at first, think instead about what will blow people’s minds.
Remember, execution-based ads are the ones that make people say, “You’ve got to watch this.” They turn into social media shares not because of what they say, but how brilliantly they show it.
Character-based ads
We all have them, characters from ads that live rent-free in our heads. Maybe it is a goofy mascot, a cheeky kid, or a larger-than-life personality whose quirks become synonymous with the brand. These ads work because humans connect with humans (or human-like figures). Characters give brands a face, a voice, and a personality.
People start quoting them, mimicking them, even dressing up as them. The ad itself may fade, but the character lingers on like an old friend.
If you are creating a character-based ad, focus on consistency and relatability. Ask: Who is this character? What do they stand for? What would they say, and more importantly, how would they say it? Once you have nailed the personality, the script almost writes itself.
Music-based ads
Sometimes, words don’t sell, but music does. A killer track can take an ad from good to iconic. Think of all the jingles you can hum without even realising it.
Music-based ads rely on rhythm, repetition, and mood. The right soundtrack can turn a simple product demo into a piece of culture. Some ads lean on original jingles, while others borrow famous songs to ride on their emotional memory.
As a writer, your job here is to think in beats rather than sentences. The copy may be minimal, but every line has to fit the music.
“What the hell did I just watch” ads
Then there are the unicorns, the ads that throw everything at you. They have got a wild idea, slick execution, memorable characters, and music that slaps. They are over the top, borderline chaotic, and yet somehow brilliant.
These ads work because they defy expectations. You watch them once, confused but impressed. You watch them again, and suddenly you are a fan.
When you are writing one, don’t be afraid to go big. Lean into absurdity, exaggeration, or surrealism. Just make sure there is still a thread connecting it back to the brand, otherwise, you risk people remembering the spectacle but forgetting the sponsor.
Why ad films matter
Here’s the thing: people don’t wake up in the morning thinking, “I want to watch an ad today.” Ads are interruptions, people literally pay to NOT watch ads (like me). Unless they are really good. A smashing ad flips the script. It stops being an interruption and becomes entertainment, art, or even cultural commentary.
Great ad films make people feel something, laughter, nostalgia, excitement, and those feelings attach themselves to the brand. And in today’s attention economy, that is more valuable than ever.
So how do you write a smashing ad film? By understanding the playground you are in. Whether it is story, execution, character, music, or a glorious mash-up of all five. Then, by daring to push a little further than the safe option.
At its core, writing an ad is about respect. Respect for the audience’s time, intelligence, and emotions. You want to give them something worth watching, worth sharing, worth remembering. And when people ultimately say, “That ad? Oh, I love that one,” you have already won.
