In today’s fast-paced advertising scene, a powerful commercial script is the difference between blending into the noise and creating a campaign that makes an impact.
At Voice123, the world’s largest and most trusted voice over network for commercial script voice actors, we know that words drive performance, and that the right commercial scripts can transform an ad from ordinary to unforgettable.
But here’s the challenge: writing commercial scripts that capture attention and motivate audiences requires a blend of skill, structure, and creativity. So, in this post, we’ll explore commercial script examples and practical tips on how to write a commercial script!
What is a commercial script?
A commercial script is a written narrative designed for voice actors to read for TV commercials, radio ads, or other types of advertising. Commercial scripts are usually written in 60-second, 30-second, or 15-second spots. The purpose of an ad script is to deliver your message, evoke emotion or interest, and prompt a call to action. Airtime for TV commercials is sold in segments (15‑, 30‑, or 60-second blocks), so your commercial script example must be precise, efficient, and persuasive.
How many words are in a 30-second commercial script?
One crucial metric when planning 30-second commercial scripts is word count. Here’s a general guide:
- ~75 words at a normal speaking pace
- ~85 words at a brisk or energetic pace
- ~65 words at a slower, dramatic pace
These provide a baseline, but your particular ad script may deviate depending on pauses, breaths, or complexity. Always test and time your commercial script example because any add‑ons (jingles, music cues, sound effects) will take away time from the commercial voice over.
What are the different types of commercial scripts?
TV Commercial scripts
In TV commercial scripts, voice overs work with visual storytelling to sell a product, service, or promote a brand. If you’re using visuals to tell the main story, then structure your commercial script to reinforce your brand’s message and add emotional resonance.
Radio ad scripts
For radio commercial scripts, you must verbalize visuals. Your example script has to “paint” scenes in listeners’ minds. Use vivid verbs, sensory cues, and descriptive language to create a captivating radio ad.
Digital ad scripts
Shorter ads, like 15-second commercial scripts or micro video spots, require precise messaging. The commercial example needs to hook fast, convey a benefit, and deliver a call to action in a few seconds.
How to write a commercial script
Writing effective commercial scripts means balancing creativity with structure. Whether you’re creating TV commercials, 30-second commercial scripts, or short 15-second commercial scripts, the process follows a clear plan. Here’s a five-step strategy to guide you:
1. Define your core message: Ask yourself: What is the single takeaway I want my audience to remember? This message should be short, direct, and easy to remember.
2. Write for your audience: Consider their demographics, interests, and pain points. The more specific your audience, the more persuasive your ad script becomes.
3. Use the right structure:
- Hook / Attention – Start strong with a question, problem, or bold statement.
- Body / Message – Explain the product or service and its benefits.
- Reinforce / Repeat – Echo your main idea to make it stick.
- Call to Action – Direct the audience toward the next step (buy, subscribe, visit).
- Tagline / Brand Cue – End with a memorable brand signature.
4. Select your ad length: 15s, 30s, or 60s. Always allow room for pauses, sound effects, or music within your word count.
5. Test and finalize: Read your script out loud. Cut jargon, trim long sentences, and ensure your ad script sounds natural when spoken.
Commercial script examples
Here are some commercial script examples in different durations: 60″, 30″, 15″ for a fictional car commercial.
Project Description:
Type: Car Commercial
Target market: Millennials
Title: The SUV that moves with you
Actor Gender/Age: Any/Mature Adult
Description: A premium luxury SUV built for families
Direction notes: Adult voice, 30s to 50s. Calm, cinematic, and warm — like a person recalling a meaningful memory. The voice actor should sound trustworthy and emotionally connected. Keep a natural pace with subtle inflection.
60-second commercial script example:
Some roads are smooth.
Some are unpredictable.
But the ones that matter… are the ones you take together.
From school runs and weekend hikes…
To moving days and late-night drives.
This SUV is built for every kind of journey.
For the quiet conversations on the way home from school,
And the car karaoke during a road trip.
For the grocery hauls, soccer games, and unexpected detours.
With comfort that keeps everyone happy,
And space for whatever life throws your way.
Our technology adapts to your day.
Because when you get behind the wheel,
It’s not just about where you’re going.
It’s who’s coming with you… and how you’ll remember the ride.
Duration: 60 sec
Wordcount: 100
30-second commercial script
You don’t just buy an SUV.
You buy a seat for every milestone.
The epic road trips. The first day at school. The quiet talks during a grocery run.
You buy space for growing families, and memories that don’t fit in photo albums.
You choose safety that never takes a day off.
With room for every chapter, and power behind every turn.
Because a car isn’t just what you drive.
It’s how you show up for the ones you love.
Duration: 70 sec
Wordcount: 75
15-second commercial script example
It’s not just a drive.
It’s the morning drop-off, the road trip detours, the quiet after a long day at work.
It’s the playlist you never skip, the snacks in the backseat, the stories shared in motion.
Because our SUV is where memories are made—one mile at a time.
Duration: 15 sec
Wordcount: 43
Final Thoughts on commercial scripts
By studying commercial script examples, you learn how to write a commercial script for TV, radio, or digital use. Whether you’re developing 30-second commercial scripts for TV or 15-second commercial scripts for social media, we hope these examples have inspired you to take your scriptwriting to new levels!
(Remember to look at our other posts in this series as well: documentary, video game trailer, promotional, business presentation, and explainer video scripts).
But an amazing script still needs the right voice to bring it to life. That’s where professional voice actors make all the difference.
Ready to turn your commercial script into a powerful ad? Hire professional voice actors on Voice123 and bring your brand message to life! Post your project today to find talent that makes every word unforgettable!
FAQs
A commercial script example is a sample script (in 60, 30, or 15 seconds) showing how a product or message is pitched in a structured, timed form. It helps illustrate how to pace, phrase, and structure an ad script in a real-world scenario.
A commercial script is commonly known as an advertisement script, ad script, TV commercial script, or simply a script for a commercial. The term refers to the text that a voice actor reads for a commercial voice over
To write an effective commercial script, start by defining your message, audience, and product. Choose your ad length (15, 30, or 60 seconds) and follow a proven structure. Edit your script and add direction cues for tone and pacing.
A 30-second commercial script should run about 65–85 words, depending on pacing. Begin with a hook or question, introduce the product clearly, and highlight one or two key benefits. Wrap up with a compelling call to action
