If you've watched any amount of TV lately and not fast-forwarded through all the commercials, you've likely seen some of these State Farm TV spots. They've ingeniously written ad scripts where the meaning changes completely depending on how the lines are delivered by the actors. The scripts & delivery serve to illustrate both the good and bad in life, and how State Farm has what you need in both cases. Or as they put it, "State Farm knows that for every one of those moments, there's one of these moments."
This is some seriously brilliant copywriting. As any copywriter knows, the smallest, punchiest lines can be the most difficult to write, and when I watch these ads I often imagine the struggle. I've no idea whether this is remotely accurate, but I picture a round table of writers yanking their hair out as they test lines in various voices until they all start to feel like they're going crazy. These are the kind of lines that I imagine were tested out on family, friends, and around the water cooler. "But if they say it like this does it sound more exasperated?" "Would a thief say this? Is this believable? What if he says it like this?"
I'm curious about the process here. If it were me, I think I'd start by writing the 'good' side of the ad first, then test it out in the 'uh oh' voice. The comedic element might be more natural that way, exactly as it's delivered in the videos. How would you approach it?
Video descriptions on YouTube continue to perfectly capture both the individual videos, and the services offered.
1) "State Farm is always there, with car insurance, for when things go wrong. But also here with car loans, to help life go right."
2) "State Farm is always there, with renters insurance, for when things go wrong. But also here, with a rewards credit card, to help life go right."
3) "State Farm is always there, with car insurance, for when things go wrong. But also here with car loans, to help life go right."