IDEA 1: ONE IN A THOUSAND

Who actually cares about how much they use the "99.99%" phrase….makes me think that it's either a huge word placement tactic and if so….would be cool to show what (1 in a thousand) actually looks like….commercial would look something like "so, what does 99.99% actually look like?" ….then various "this is what it looks like". I think showing the physicalness of what 99.99% (or 1 in a thousand) actually physically looks like could totally be a perpetual thing and we could get creative with future spots of little commercials.

-I like the idea of “one in a thousand” and using different illustrations (all video or animated) with our talent saying “so, what does 99.99% actually mean? (then we see the scene) then they respond “our wipes clean 99.99% of bacteria. That’s powerful!!”

-the following are just some examples of how the above script could fit in with different scenes showing off “one in a thousand” or “99.99%”…

-have 1,000 chocolate pudding cups and one vanilla cup

-drone shot of 1,000 black cars and one white one where the "drone shot" comes down to the driver in the white car and she says "99.99%" (we could totally visually FX this to make it doable)

-shuffle 1,000 cards and shoot them into the air then the talent grabs the one white card which says 99.99%

-have our talent standing in an empty room, she says the line, opens her umbrella, pulls the string above her, then from above drops 1,000 black golf balls and zoom into the one white ball that she magically catches and it and she then says “one in a thousand” and it cuts to the product logo and some tagline about 99.99% of germs..etc.

-show a large building with 1,000 windows (could be a cool looking vfx shot), and one is flashing then goes out…then "99.99%" is super imposed on it…and maybe our girl opens the window, leans out looking up and down out the window, and yells at us saying “yeah!!! 99.99% looks like this!” then cuts to end slate with product logo and tag lines.

-THEN we end with some factual legal but warm feeling "99.99% of germs REALLY means that you are way less likely to absorb germs (or specific germs for targeted seasons) and therefore keep you from getting sick…but make it sound smart and warm.

IDEA 2: MICROSCOPIC GERMS

This idea would basically all take place in a kids play area. There's a nice wide shot of a room…say a living room with a baby playing with mom on the floor… something like this but clean and warm looking

…we fake zoom into the fibers on the floor or the table top or go through some of the kid toys….and zoom into a special shot like this…. Shooting Macro and on those little toys when it's massive sized, we can animate on some germs or grungy looking stuff symbolizing germs….getting across that even though from the outside things look clean and in order (aka the big nice clean room), when you look close the germs are everywhere.

This idea could be done in all sorts of scenes….would start with either mom or kid around something that looks clean…then we’d magically zoom into the surface of what it is and show what’s really there…..then end with solution which is the wipes that kill 99.99% of germs…etc.

IDEA 3: DIAPER CHALLENGE

I liked seeing that the packs come in various sizes…thought it could be fun to do something with the 384 pack baby wipe one….with our talent talking on camera how if you're a real pro at changing diapers, you can get through 384 diaper changes out of this one magical pack….camera starts tight on her face then zooms out as she begins saying things about "if you're a real pro at changing diapers" to reveal a little baby on her lap…camera still zooms out slowly revealing a huge pile (384 filled but clean and neat looking) diapers behind her as the camera reveals the final closing words of something like "best to rely on the best"

IDEA 4: POOF

I also like the idea of throwing 10-ish "uses" for the wipes and fit it into a :15 social ad….for example have a bunch of different unique situations where our "hero" poofs in (literally with like a puff of smoke and she comes in sort of how flo did Progressive Insurance Commercial 2017 Stephanie Courtney Moving Truck

-changing baby in restaurant changing table in bathroom…see mom’s "that's gross" face…POOF…our hero shows up (or reaches over neighboring stall) and hands her a packet of wipes (bonus might even be if the poof cloud sort of overflowed over and under the stall and we hear our hero saying "oh that's potent" as she hands the mom the pack of wipes

-kid sneezes on moms hands when she's handing them oranges on bleachers at soccer game….camera stays on mom…gross look on her face… POOF…hero shows up and hands her pack of wipes

-at gas pump, mom goes to grab gas pump, camera pulls focus to fat ugly as shit trucker (in a pickup not a 18 wheeler so they'd be at same pump) then back to her disgusted face as she looks back at the pump…then POOF… hero shows up and hands her the wipes and murmurs "mmm mmm mmm" and shakes her head out of disgust (in a funny way) of the fat slob gross guy that likely touched pumps like she was about to grab

-at a burger joint where it's busy and rushed feel…cute mom has mayonnaise and mustard and crap all over her hands when her phone starts ringing with some important immediately understood phone call that she HAS to answer…panicky hits her face when camera zooms onto her gross hands, gross mouth, etc…POOF.. hero shows up and wipes off the cute moms mouth (and the cute mom has a WTF look on her face…but more confused and funny "what's going on" look) and hands and then the mom unlocks her phone and answers

-mom and baby at park with other moms….baby does the "I just took a huge crap in my diaper" squat thing and looks over at mom….looks into bag and only has a diaper…POOF… hero shows up holding her nose and handing the mom the pack of wipes

-ends with the wipes floating on a visual FX cloud with your magical branding and some magic phrase like "have 'em when you need to use 'em"

IDEA 5: RANDOM THOUGHTS

-I envision our “talent” as a young mom, 33 years old, fun, attractive, and witty. She’s the type of person that other moms listen to for advise since she just knows how things work ultimately because her demeanor shows she’s too care-free to ask for other’s opinions therefore appears as a trend setting mom in the community thus our digital community.

-She would err more on the side of loving her baby but not necessarily love attempting to look nice all the time. She would feel relaxed, ready to have fun, and ready to do whatever makes most sense and is easiest…while being safe. She doesn’t really like to take risks but she does like to have fun. She’s smart, but really seems to excel in being socially smart with pop culture of the 90’s opposed to what’s going on now. She absolutely loves the 90’s and all the kickback feelings that go with it and could talk for hours about the shows she used to watch in middle school. When she drops her babies pacifier on the ground, she quickly picks it up and makes sure nobody was looking then plunges it back into babies mouth. She treats the first baby like it’s the 5th baby….loving it but knowing how to not be over-cautious to the point of fault.

-I imagine having the talent show up in multiple of the above ideas….and always be our voice for these social campaigns. I would want to shoot each idea so we can pull three or four separate videos from each “scene” therefore keeping production clean, high, and effective, while using the talent’s personality to tie it all together.

-The following list are some examples of ideas that can work with our idea or approach tied to it. Each one is sort of a magical effect to get something across….

looping video example: this awesome looping effect is keeps people watching in amazement as it keeps going and going and going….could do something with pulling out a wipe or literally any lifestyle - related thing to incorporate cleaning, babies, freshness, family, etc…
another loop video: this could reveal step one, step two, step three, etc…of a mom getting ready to pack kids for school or something…adding in their wipes, etc.