How to Write a 60-Second Commercial Script

In the fast-evolving world of video marketing, a 60-second commercial is the perfect balance between storytelling and brevity. It gives you enough time to build a compelling narrative, evoke emotion, and drive viewers to take action — but only if every second counts.

If you’ve ever wondered how to write a 60-second commercial script that truly captures attention, engages viewers, and converts them into loyal customers, this comprehensive guide walks you through every step — from concept creation to final delivery.

Whether you’re focused on video ad script writing, screenplay script writing, or simply learning how to write a short video script, the process relies on a few core principles: clarity, emotion, and purpose. You’ll discover expert scriptwriting tips for 30-second commercials, a proven video marketing script formula, and a flexible 60-second script template you can adapt for any platform — TV, YouTube, or social media.

We’ll also cover practical insights like how many words in a 60-second video, how to design a smooth storyboard for short videos, and how to write a powerful CTA for video ads that inspires immediate action.

By the end of this guide, you’ll not only understand the mechanics of great commercial script writing, but you’ll also have the confidence to craft short, memorable ads that tell your brand story in a minute or less — and make every word matter.

Why 60 Seconds Is the Perfect Length

Sixty seconds might not sound like much, but it’s surprisingly powerful. You have time to introduce your brand, share a story, highlight benefits, and end with a clear call-to-action (CTA).

Here’s why 60 seconds works so well:

  • It fits perfectly in TV ad slots and online video formats.
  • It aligns with short attention spans on platforms like YouTube and Instagram.
  • It provides flexibility for pacing, visuals, and emotion.

When done right, a 60-second commercial script balances creativity and clarity — delivering a message that resonates long after it ends.

Step 1: Define the Purpose of Your Commercial

Before you write a single line, ask yourself:

  • What do I want viewers to do after watching?
  • Who am I speaking to?
  • What emotion should they feel?

Every effective commercial begins with a single goal, whether that’s generating leads, increasing brand awareness, or driving sales.

🎯 Pro Tip: Focus your 60-second script on one core message. Avoid trying to sell everything at once.

Step 2: Know Your Audience

Understanding your audience shapes your tone, visuals, and script direction.
Think about:

  • Demographics: Age, location, interests
  • Motivations: What drives their decisions?
  • Pain points: What problems are they trying to solve?

A successful 60-second video ad script speaks directly to the viewer’s needs and desires. The more specific you are, the stronger your connection will be.

Step 3: Use the Classic Three-Act Structure

  • Even in 60 seconds, storytelling structure matters. Every strong commercial follows the same pattern:

Act 1: Hook (0–15 seconds)

Grab attention right away.

  • Start with a question, bold statement, or emotional trigger.
  • Introduce the problem or situation your audience relates to.

Example:
“Tired of feeling overwhelmed by clutter every morning?”

Act 2: Message (15–45 seconds)

Present your solution clearly and confidently.

  • Explain what your product or service does.
  • Focus on benefits, not just features.
  • Add a relatable testimonial or transformation moment.

Example:
“With our storage solutions, you’ll reclaim your space and peace of mind in minutes.”

Act 3: Call to Action (45–60 seconds)

End with a powerful CTA.

  • Tell viewers exactly what to do next.
  • Reinforce the benefit of taking action now.

Example:
“Visit ghostwritingllc.com today and get your script done”

Step 4: Keep the Script Conversational

A commercial script should sound natural and engaging — not stiff or robotic.
Use:

  • Short, active sentences.
  • Simple, everyday language.
  • Personal pronouns (“you,” “we,” “our”) to create connection.

Example:
❌ “Our innovative platform leverages next-generation optimization technology.”
✅ “We help you get more done in less time — with one simple tool.”

The best commercials feel like a conversation, not a lecture.

Step 5: Time Your Script Precisely

Timing is everything. On average, people speak about 2.5 words per second, which means a 60-second script should contain 140–160 words.

Here’s a general breakdown:

  • 0–15 seconds → Hook (about 35–40 words)
  • 15–45 seconds → Message/Story (about 80–90 words)
  • 45–60 seconds → CTA (about 25–30 words)

🕒 Tip: Record yourself reading it out loud. If you go over 60 seconds, tighten the lines — keep your pacing natural.

Step 6: Add Visual and Audio Direction

A strong script isn’t just about dialogue — it’s about how the story unfolds visually.

Include cues for:

  • Camera shots: Close-up, wide, B-roll transitions
  • On-screen text: Emphasize keywords or taglines
  • Sound effects/music: Set tone and emotion

Example layout:

[Opening shot: Parent juggling work and kids at breakfast table]
Voiceover: “Mornings shouldn’t feel this stressful.”

[Cut to clean, organized kitchen with product in use]
Voiceover: “With EasyStart Coffee Pods, you get more time for what matters.”

[Logo + CTA]
Voiceover: “Start your day the easy way. Order now at EasyStart.com.”

This style ensures your production team knows exactly what to capture on camera.

Step 7: Appeal to Emotion

The most memorable commercials make people feel something. Whether it’s joy, relief, excitement, or nostalgia — emotion drives engagement and recall.

Ask yourself:

  • What emotion aligns with my message?
  • How can visuals reinforce that emotion?

A 60-second window gives you time to create emotional buildup and resolution.

“Show the problem, introduce hope, deliver transformation.”

Step 8: End Strong with a Clear CTA

Your final moments are your conversion opportunity.
End with a strong, actionable line such as:

  • “Visit our website to get started.”
  • “Order now for free shipping.”
  • “Join thousands who’ve already made the switch.”

Make your call-to-action easy, clear, and memorable.

Example of a 60-Second Commercial Script

Here’s a full example putting it all together:

[Scene 1: Busy entrepreneur scrolling through chaotic inbox]
Voiceover: “Emails piling up? Feeling like your to-do list never ends?”

[Scene 2: Same person using productivity app, inbox now organized]
Voiceover: “Meet FocusFlow — the app that helps you manage tasks, track progress, and reclaim your time.”

[Scene 3: Relaxed entrepreneur sipping coffee, smiling]
Voiceover: “More focus. Less stress. More results.”

[On-screen: App logo + website link]
Voiceover: “Download FocusFlow today and start working smarter, not harder.”

✅ Length: ~155 words
✅ Structure: Hook → Message → CTA
✅ Emotion: From stress to relief
✅ Outcome: Clear action and value proposition

Common Mistakes to Avoid

❌ Trying to fit too much information, stay focused on one message.

❌ Weak CTA, always end with a clear next step.

❌ Overly formal tone, write how people actually speak.

❌ Ignoring pacing, every pause or beat matters.

❌ No emotional connection, facts tell, but stories sell.

Final Thoughts

Mastering how to write a 60-second commercial script is all about precision, pacing, and persuasion. Each line must move the viewer closer to your goal, from awareness to action.

To recap:

  1. Define your purpose and audience.
  2. Follow the three-act structure.
  3. Keep your tone conversational.
  4. Time it accurately.
  5. Add visual direction and emotion.
  6. End with a strong call-to-action.

A well-written 60-second video ad script can tell a complete story, connect emotionally, and drive measurable results — all within a single minute.

So grab your pen, focus your message, and start writing the commercial that your audience will remember long after the final frame fades out.

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