product-ad-production

What it does

Produce an advertisement that helps the right person recognize a relevant situation, understand product impact, trust the proof, and know what to do next. It emphasizes product comprehension and credible claims over visual polish, and is provider-neutral in tool selection, delaying tool choices until the advertising problem is defined.

How it works

• Start with a decision-grade brief and diagnose the commercial problem before scripting.
• Use a Minimum input record to capture fields such as Business outcome, Primary success measure, Audience, Job to be done, Awareness state, Product truth, Proposition, Evidence, Objection, Placement, Destination, Brand system, Rights and policy, Production constraints.
• Return one of three diagnoses: Ready, Conditional, or Blocked, based on whether proposition, evidence, destination, and rights support production.
• Build a buyer/story context via Jobs to Be Done framing and translate into an ad-specific record with situation, progress, friction, proof, and CTA.
• Create a Claim ledger before scripting to document every claim with IDs and related metadata.
• Develop a product-centered concept using multiple concept families and score them against criteria including audience relevance and rights/policy risk.
• Establish a Product legibility contract ensuring viewers can identify what is advertised, what it does, proof, exact product/offers, and next steps.
• Design demonstrations as evidence with a structured table covering Claim, Unit, Conditions, Comparator, Procedure, Capture, Repetitions, Qualification, and Failure rules.
• Turn the proposition into time with beat functions (Pattern entry, Situation recognition, Product identification, Mechanism/use, Proof, Objection handling, Consequence, Choice and action).
• Use a Beat sheet to plan beats and a Script rules framework to guide dialog, visuals, and timing, ensuring qualifications and claims are properly mapped to IDs and that CTAs have sufficient context.

When to use it

Apply when producing product video ads where product truth, legibility, claims, platform delivery, and measurable iteration matter. Use for physical products, software, apps, services, ecommerce, direct-response, brand-response, demonstrations, testimonials, launches, and variants. Do not rely on visual polish alone to communicate product understanding or claim support.

What it can touch

• Tools: claude-code, codex, copilot, cursor (declared tools).
• It instructs building a decision-grade brief, a claim ledger, concept scoring, a product legibility contract, and beat/script planning artifacts, all tied to explicit fields and IDs.

Caveats

• Platform behavior and ad products change; platform facts cited were verified on 2026-07-09 and should be re-checked before export and trafficking.
• The approach requires truthful, substantiated claims with supporting evidence and appropriate rights clearances; it warns against fabrication of awards, certifications, or misleading representations.
• It emphasizes avoiding deception and requiring qualified legal review when stakes warrant it.