Copywriter · Scripts, taglines, VO, dialogue

Every word should has to earn its second.

Ad copy for a national hot dog brand, a satellite TV and streaming bundle, a luggage launch, a foundation and a nicotine pouch. I write lines short enough for a :06, loose enough for an actor to play with, and with alternates for every joke.

11Scripts
5Campaigns
:06–:60Lengths

The lines

Taglines, end supers, voiceover and dialogue from the scripts below. Brand and product names appear as placeholders. Filter by type.

100% Beef. 100% New York.
Hot dog brandEnd super
Ayo lady! I may be all beef, but I don't want no beef.
Hot dog · "Beef" :15Dialogue
What's better than a second chance?Being ready for every chance you get. What's sweeter than reinvention?Feeling more like yourself than you've felt in a long time. What's just as exciting as the promise of tomorrow?The endless possibilities of right now. So, here's to freedom…But most of all, here's to you finding it.
Nicotine pouch · "Keep Finding"Voiceover
You should fit.
FoundationEnd super
Announcement. Now arriving. SOFTSIDE. From [BRAND].
Luggage · all spotsIntercom VO
Your beans are touching my bun. Back 'em up.
Hot dog · "Beef" :15Dialogue
Finally, [BRAND]'s Got a Softside.
Luggage launchEnd super
You laughed at her funny sitcom, now fear her scary criminal one. It's drama! It's crime! It's match #1!
TV bundle · "The Monster"Host
Foundation for how I should look.
FoundationSuper
I know a guy back in New York.
Hot dog · "Mustard" :15Dialogue
Keep Finding.
Nicotine pouchSilent super
Tammy, you thought that disturbing hairless cat was your soulmate? Have a look at these!
TV bundle · "The Suitor"Host
Meet. Your. Match!
TV bundleShow title / super
They kept saying I should get rid of this scar. But I like my scar.
Foundation · :30Scripted interview
Made with 100% beef. For a real bite of New York.
Hot dog brandVO / product line
You're obsessed with these ladies digging for gold, now watch these kids dig for El Dorado's gold!
TV bundle · "The Game"Host
Find Your New Love.
TV bundleEnd super
Albert, let's find you something that matches a little better than those socks!
TV bundle · "The Game"Host
Worth the Wait.
Luggage · Product spotsSuper
And I don't have time for shoulds.
Foundation · :30Scripted interview
Get [PROVIDER] and bundle [STREAMER] to save over $180.
TV bundleOffer VO
This is not an imitation. This is evidence.
Docu-seriesManifesto
Who's there for you through it all? Your [BRAND] luggage.
Luggage launchPitch line
Train hard, fail, get back up, repeat.
Athlete documentaryPitch line
A match made in… a television set.
TV bundlePitch line
We never see them finish. We hold on the precipice.
Athlete documentaryPitch line

Three takes on every line

Comedy lives or dies on set, so I hand directors options. Here is how the hot dog scripts were written: a choice of openers, and a full second version of "Mustard" with a different joke underneath it.

"Beef" :15 · the hot dog's first line
  • Ayo lady! I may be all beef, but I don't want no beef.Main
  • Whoa, whoa!! I may be all beef, but I ain't looking for trouble.Alt 1
  • Excuse me lady! Tryna start beef with all beef. That ain't gonna be pretty.Alt 2
"Mustard" · Version A

The hot dog knows a guy

  1. Hot dogAh, not again.
  2. Hot dogBoss man really needs to take care of that.
  3. Hot dogI know a guy back in New York.
  4. ManWhat guy?
  5. Hot dogDon't worry about it…

The joke: a hot dog with mob connections offers to "handle" an empty mustard bottle.

"Mustard" · Version B

Nobody saw nothing

  1. Hot dogIt's been whacked.
  2. Hot dogDon't look at me.
  3. Hot dogI've seen nothing.
  4. Man…Me neither…?
  5. Hot dogGood choice.

The joke: the same empty bottle, played as a crime scene where the witness pulls the man into his silence.

The scripts

Every script in two-column agency format. Video on the left, audio on the right, alternates marked in red, brand names replaced with placeholders.

National hot dog brand · Comedy · 2 × :15 + :06 cutdowns

The Talking Hot Dog

100% Beef. 100% New York.

A talking hot dog with a New York accent shows up at a polite Midwestern barbecue. The humor comes from three ingredients: a hot dog is talking, he sounds like Queens, and he hints at mob ties.

VOMade with 100% beef. For a real bite of New York.Super100% Beef. 100% New York.
"Beef" :15
Video
Audio
A suburban backyard barbecue on a perfect 75-degree day. A woman, clearly the host, loads two [BRAND] hot dogs onto her ceramic plate.

SFX: Party murmur, neighbors laughing.

She spoons beans right next to the undressed hot dog. It pipes up.

Hot dogAyo lady! I may be all beef, but I don't want no beef.Whoa, whoa!! I may be all beef, but I ain't looking for trouble.Excuse me lady! Tryna start beef with all beef. That ain't gonna be pretty.

She freezes, spoon in midair, bean juice dripping onto the plate.

WomanO, o, o…Sorry! I didn't see you there.

Close on the hot dog.

Hot dogYour beans are touching my bun. Back 'em up.

She scrapes the beans back, proud of her heroics, waiting for praise.

Hot dogThat's more like it. Let's eat.

WomanSo who do you know here?

Wide. They stare at each other awkwardly.

Hot dog (or VO)Made with 100% beef. For a real bite of New York.

LOGO: [BRAND]SUPER: 100% Beef. 100% New York.
"Mustard" :15
Video
Audio
The grill master takes a break to dress his own hot dog. He shakes the mustard bottle and squeezes. It sputters. Empty.

SFX: Sputter. He smacks his lips in annoyance.

A hot dog on the plate across from him speaks.

Hot dogAh, not again.I've seen this before.It's been whacked.

Close on the man: confusion, then realization. Slow push in on the hot dog.

MUSIC: Ominous.

Hot dogBoss man really needs to take care of that.The standards these days for barbecues… Ridiculous.Don't look at me.

Wide. The man is frozen, holding the bottle, unsure who's being addressed.

MUSIC cuts out.

Close on the hot dog. Push in.

MUSIC back in.

Hot dogI know a guy back in New York.I've seen nothing.

Medium on the man as he shifts his weight.

MUSIC cuts out.

ManWhat guy?…Me neither…?

Back to the hot dog.

Hot dogDon't worry about it…It's better you don't know.Good choice.

The man gives a polite nod and takes a bite of the other hot dog to fill the silence.

Hot dogSo how you doin'?

Hot dog (or VO)Made with 100% beef. For a real bite of New York.

LOGO: [BRAND]SUPER: 100% Beef. 100% New York.
:06 cutdowns
Shot-reverse-shot, built from the :15 footage plus a few extra angles.

One iconic hot dog line, one reaction shot, logo. Each :06 is built around the single strongest beat, made to play on social feeds.

Satellite TV + streaming bundle · Comedy · 3 spots

Meet Your Match

Find Your New Love.

Viewers over 50 get pulled through their TV onto a retro dating show. A host who has been on TV way too long matches their live-TV habits with a streaming series. The host's pitches pair a live-TV favorite with a streaming one, and every match goes hilariously wrong.

Open VOAfter including [PROVIDER] live TV with your [STREAMER]…Super[PROVIDER] + [STREAMER]'s Meet Your Match!Offer VOGet [PROVIDER] and bundle [STREAMER] to save over $180.
"The Monster"
Video
Audio
Deb, 50+, on her couch. She points the voice remote; the screen moves from live news to the streaming home screen.

VOAfter including [PROVIDER] live TV with your [STREAMER]…

She's suddenly on a game show set. The host, mic in hand.SUPER: [PROVIDER] + [STREAMER]'S MEET YOUR MATCH!

HostYou're about to MEET. YOUR. MATCH!

HostOk, Deb. I love your braces and you're going to love one of these…

Screen one: a sitcom star in her family comedy, then in a dark crime drama.

HostYou laughed at her funny sitcom, now fear her scary criminal one. It's drama! It's crime! It's match #1!

Screen two: a reality housewives show, then a monster from a sci-fi hit.

HostYou can't help but love scary, big-mouthed monsters from Hollywood. Now try some from [SCI-FI WORLD]!

The crowd yells suggestions.

ContestantI'm ready to get scared! #2!

SFX: Ding! Ding! Ding! Applause.

Lights flicker. The monster walks out. Confetti. She opens her arms, it screams, she turns and gives an awkward thumbs up.

HostAnother success on MEET. YOUR. MATCH!

Offscreen commotion. The host nervously runs away. End frame: the receiver box, TV cycling streaming shows.SUPER: Find Your New Love

VOGet [PROVIDER] and bundle [STREAMER] to save over $180.

"The Game"
Video
Audio
Albert, 50+, in his recliner. Live sports switch to streaming. He lands on the game show set.

VOAfter including [PROVIDER] live TV with your [STREAMER]…

HostYou're about to MEET. YOUR. MATCH!

Insert: his sloppy, mismatched socks.

HostAlbert, let's find you something that matches a little better than those socks!

SFX: Laugh track.

Screen one: live sports, then a dystopian survival-game drama.

HostYou like games where they leave it all on the field. Now try one where "all of it" includes random body parts! It's dystopian. It's horror. It's match #1!

Screen two: a reality dating show, then a teen treasure-hunt adventure series.

HostYou're obsessed with these ladies digging for gold, now watch these kids dig for El Dorado's gold! It's action and adventure. It's match #2!

Crowd yells suggestions.

ContestantGive me dystopian horror! Match #1!

Green gas fills the stage. Albert passes out. A masked guard drags him off. The host coughs, still smiling.

HostAnother success on MEET. YOUR. MATCH!

End frame.SUPER: Find Your New Love

VOGet [PROVIDER] and bundle [STREAMER] to save over $180.

"The Suitor"
Video
Audio
Tammy, 50+, in bed with her hairless cat. A talk show switches to streaming. She lands on set.

VOAfter including [PROVIDER] live TV with your [STREAMER]…

HostYou're about to MEET. YOUR. MATCH!

Cut to the cat.

HostTammy, you thought that disturbing hairless cat was your soulmate? Have a look at these!

SFX: Meow.

Screen one: a hit workplace sitcom, then a martial-arts nostalgia series.

HostYou love hit shows, but how about one that will hit you in all the right places? Maybe even the face! It's action and nostalgia. It's match #1!

Screen two: a celebrity gossip show, then a period romance drama.

HostYou can't get enough scandalous fun! Now here's a show that's as scandalous as a woman choosing who she marries!

SFX: Crowd gasps.

HostIt's high society drama. It's match #2!

Decision time.

ContestantI choose high society drama! Match #2!

A suitor in Regency dress slides out on one knee with a string quartet. Fireworks set off the sprinklers. The host is drenched, hair dye running down his face.

HostAnother success on MEET. YOUR. MATCH!

End frame.SUPER: Find Your New Love

VOGet [PROVIDER] and bundle [STREAMER] to save over $180.

Luggage launch · Integrated · 4 spots

Softside

Finally, [BRAND]'s Got a Softside.

A line of comedians, stylists and writers waits on an endless white set while a real airport plays on the soundtrack. Every spot lands on one intercom announcement. The end supers change with the length and the job of each spot.

Hero :30Finally, [BRAND]'s Got a Softside Hero :15[BRAND]'s Got a Softside Product :30 / :15Worth the Wait. / [BRAND]'s Got a Softside
Hero :30
Video
Audio
OPEN ON: [BRAND] logoA blank white cyc. The camera begins a single dolly move right, down a line of travelers.

SFX: Airport murmur. Intercom ping.

A wellness writer, in a matching sweatsuit and neck pillow, rolls her new softside bag to the back of the line. A TikTok comedian pokes a stand-up comic to move up; the comic spills her drink on her bag.

A soundscape of the cast's confessionals blends together.

A makeup artist lies on their luggage like a pillow. A sketch comedian tries to chat up a culture writer; she puts her headphones on.
A celebrity stylist unpacks his overstuffed bag, can't find what he's looking for, and wrestles it shut. A pop star offers to take a food writer's selfie with a woman dressed head to toe in green.
A bored comedian drums on his bag. A fashion designer compliments a beauty writer just as it's her turn.

Intercom (VO)Announcement. Now arriving. SOFTSIDE. From [BRAND].

SUPER: Finally, [BRAND]'s Got a SoftsideEND FRAME: [BRAND] logo + URL
Product :30
Video
Audio
The same line, shot from the knees down so the luggage fills the frame. The culture writer pulls a laptop from her bag; a comedian taps his foot.

SFX: Airport murmur, blended confessionals.

Two comedians play chess on the floor. The makeup artist is knocked out on their bag. The stylist digs through his. The pop star wipes water off his.

Intercom (VO)Announcement. Now arriving. SOFTSIDE. From [BRAND].

SUPER: Worth the Wait.SUPER: [BRAND]'s Got a Softside

Beauty · Foundation · :30

The Shoulds

You should fit.

Three New Yorkers talk about how the word "should" makes them feel. The copy works as type on screen: a dictionary definition opens the spot, and every "should" gets crossed out.

:30
Video
Audio
OPEN: [BRAND] logo animatesSUPER: should /SHo͝od/ verb. Used to indicate obligation, duty, or correctness, typically when criticizing someone's actions.

SFX: NYC grows louder: subway whoosh, car horns, morning commuters.

SUPER: Foundation for how I should lookTalent 1 walks a Brooklyn street, talking to camera.

Talent 1…how does the word "should" make me feel?

Talent 2 at a vanity in a cozy Manhattan apartment, applying foundation.

Talent 2Makes me feel like there's weight on my shoulders. Makes me—

Talent 3 on a Brooklyn rooftop, Manhattan behind them.

Talent 3—question how I look.

Talent 1You should be lighter. Should this, should that.

Close on a scar surrounded by beauty marks.SUPER: Should should should should should

Talent 3They kept saying I should get rid of this scar. But I like my scar.

Close on Talent 1's glowing skin. FPV drone shot.

Talent 1I like my skin how it is.

Push in on Talent 2's final beauty look. Ultra-wide of the city.

Talent 2And I don't have time for shoulds.

SUPER: YOU SHOULD FITSUPER: Presented by [PRODUCT] FoundationLOGO: [BRAND]

Nicotine pouch · Lifestyle · Anthem

Keep Finding

Keep Finding.

Three stories about small freedoms: a second chance at a dinner party, a photographer who feels like herself again, a man on an open road. The voiceover runs as question-and-answer couplets, so each line sets up the next scene.

SuperKeep FindingTagFind Your [BRAND]LegalWARNING: This product contains nicotine. Nicotine is an addictive chemical.
Anthem
Video
Audio
A dinner party winding down. Daniel, mid-thirties, snaps his pouch tin shut and helps clear plates.

MUSIC up.

VOWhat's better than a second chance?

Maya does a double take as Daniel balances too many wine glasses. He sets them down safely: ta-da. She laughs.

VOBeing ready for every chance you get.

Later, under patio fairy lights, the two are lost in conversation.

VOWhat's sweeter than reinvention?

Lisa, a photographer, in her studio. The outline of a tin in her pocket. She's in the zone.

VOFeeling more like yourself than you've felt in a long time.

She inspects a print at her desk. Cut to the rolling wheel of an SUV.

VOWhat's just as exciting as the promise of tomorrow?

Magic hour on a mountain highway. Eric, in his fifties, drives.

VOThe endless possibilities of right now.

Eric is fully in the moment.

VOSo, here's to freedom…

The tin and his wallet on the passenger seat. Daniel and Maya at a cooking class. Lisa shooting on a city street. Eric drives toward a pink sunset.

VOBut most of all, here's to you finding it.

SILENT SUPER: KEEP FINDINGTAG + LOGO: FIND YOUR [BRAND]LEGAL: WARNING: This product contains nicotine. Nicotine is an addictive chemical.

MUSIC crescendos and fades out.