Fix Your Script 5: The Copycat Script

If your script is copying a competitor’s ad, don’t expect it to work for you.

This happens when a team sees an ad and thinks, “That ad seems to work, so let’s just do that.”

Same style, same tone, same language, same format, sometimes even the same actor.

But now the viewer is seeing the same ad twice.

At best it’s boring.

At worst it’s confusing, because the viewer may assume they’re just seeing another ad from the same company.

It also assumes the ad you’re copying is something people actually like.

If viewers hate the original, they’ll probably hate your version too.

So instead of copying someone else, try saying something unique and making something original.

After all, museums don’t hang photocopies on their walls.