Screenwriting

60 Second Ad Plot Point Breakdown

Using the Budweiser Super Bowl Puppy Commercial 2015 as an example.

Why does everyone love this Budweiser puppy ad? Super story structure that touches on all the right emotional notes. Basic plot points are like story fractals that appear in every level of the structure. The same plot points that form the basis for feature film, also work for short films, and scenes too.

(1) Hook. Puppy farm sign. Shots of cute little Golden Retriever puppies running around. People are shown taking puppies away in the background. One puppy protagonist sneaks under a fence running away! Dogs and cats get some of the highest views on YouTube. Everyone loves puppies! Where is this puppy going? (0-7 seconds)

(2) Inciting Incident. Puppy goes into barn.

(2) Inciting Incident. Puppy goes into barn. Puppy makes friends with a big Clydesdale horse in his stall putting his paw up and licking the horse on the nose that seems to like him too. (8-14 seconds)

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