I have a client that needs a commercial about their home hospice services.
How do I write a spot about that? Sure, there are commercials for the funeral industry but those are for when the dying is done. They are not about the whole process of leaving life.
I can sell damn near anything, but this has me at a loss. Not because I have any issues with dieing or mortality, but because other people do.
No one wants to watch their loved ones die, so how do I sell the service that does exactly that?
3 comments:
Feel free to shoot this down if you think it blows.
No people. You have shots of hospital rooms, harsh lights, loud noises, etc., and then transition to the hospice facility. Warm lighting, quiet, serene, etc. Maybe a setting sun outside the window if that's not too cheesy (I think it might be, but it seems like you'd need some kind of visual indication of what's going to be taking place there).
It seems to me like there's only so much you can do to make death look pleasant, and I think if you put people in there, the audience is going to focus too much on them and the tragedy of what's happening. If you leave the people out, I think you might be able to sell the feeling of the service better without putting it out there for people to stare at.
It may be a dumb idea, but maybe it might help you think of something better.
-thin
This kind of thing is right up my alley and I was kind of excited by the opportunity to think about this as soon as I read the post. But I was stopped short by Thin's idea because it's a really good one. Now the copy will have to be as sensitive... another challenge.
Thanks for the idea thin. I was so worried about the message that I didn't even consider settings.
Typically I work on the copy first because the copy is always the hard part for me.
I never assume that people are watching a commercial. They're getting ready for work, making dinner or otherwise living life. So the copy has to be solid.
I'm trying to steer the client toward pushing their home nursing and mentioning the hospice thing as almost a BTW.
I sent the Pres. of the Co. a rough draft today. Hopefully I'll get a response tomorrow.
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