CREATIVE DIRECTOR, COPY

GOAL
To introduce ThermBack LED to market with a 30-second ad.
CONSUMER PROBLEM
Back pain stops you from enjoying life.
INSIGHT
When you get older, there's a moment where you start to feel irrelevant.
VISION BOARD
"FEEL LIKE YOU AGAIN"
FADE IN:
INT. BILLY RAY'S HOME STUDIO - DAY
BEHIND SHOT - BILLY RAY CYRUS (60s) stands contemplating vintage posters and albums from his career peak. His shoulders are slightly hunched, suggesting discomfort.
BILLY RAY (disheartened) Well Billy Ray, now all you got is your achy breaky back.
Billy Ray reaches for the ThermBack LED device, applies it to his lower back.
CLOSE ON - His finger pressing the ON button.
BILLY RAY (head tilting back, eyes closed) Ahhhhh... Wooooo!
MUSIC CUE: Upbeat country music begins. It’s his ‘92 hit “Achy Breaky Heart.”
TRACKING SHOT - Starting at his cowboy boots, slowly panning up his classic 90s outfit: worn jeans, muscle tee, signature mullet hairstyle.
Billy Ray comes alive, doing his famous two-step dance move, playing air guitar, swinging his hips with renewed energy.
BILLY RAY (calling off-screen, energized) I'm back, baby!
SUPER (text appears): "Feel like you again"
SUPER (appears below): "Fast-acting relief from back pain"
END CARD: ThermBack LED Heat • Vibration • Infrared • LED
FADE OUT.