Solve the last five seconds.

The most important part of any video or television commercial is its conclusion, the last five seconds. That’s the part that resolves, explains, summarizes or excuses everything that came before.

If you’re not clear about the last five seconds, you’re not clear about anything, because that’s where your premise gets pounded home. Eventually, the story has to end. Do you know how?

Try to write the last five seconds first. If you can’t, you’re building a bridge to nowhere.


David Fowler is a writer and executive creative director in New York.
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