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. 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 created long-running advertising campaigns for Motel 6 ("We'll leave the light on for you"), BP ("Beyond Petroleum"), Fanta ("Wanta Fanta"), Claritin ("Claritin Clear") and many others. His forty-year creative career included twenty years at Ogilvy & Mather in New York, as well as stints at Goodby, Silverstein in San Francisco, Ammirati & Puris in New York and The Richards Group in Dallas.