Skeleton explainer ad playbook

A friendly skeleton acts out what the problem really does.

1. 1

   Pick the angle

   Say it in your customer's words: What [problem] is really doing to you – shown by a skeleton

   Works best for buyers who are unaware, problem-aware.

2. 2

   Open with a hook

   • Curiosity & pattern break – An odd image or claim that has to be resolved.
   • Problem callout – Name the exact pain (and who has it) before anything else.
   • Hooks by niche →
3. 3

   Write the beats

   • Problem → Agitate → Solve – Name the problem, make it felt with a specific moment, then the product solves it.
   • Demo / proof – Show the claim being proven on camera – one test per scene, no adjectives.

   4 scenes. Keep each spoken line to 15–22 words for an 8-second clip.

   The skeleton acts out the problem (stiff back, tired joints, bad posture) with comic timing. Explain the mechanism simply; never diagnose or promise a cure. Character Bible and style lock are pasted word for word into every scene; every scene references the hero still, not the previous scene.

4. 4

   Shoot every scene the same way

   Scene promptCopy prompt

   Character: Friendly anatomical skeleton character with clean ivory bones and expressive posture.
   
   A friendly anatomical skeleton character with clean ivory bones and expressive posture, in a bright minimal 3D set with soft studio light and a pastel backdrop
   
   Each scene: [subject] performs [one action] in [setting]. [shot size + ONE camera move]. [lighting + mood]. [continuity constraint].
   
   Avoid: on-screen text, captions, prices or watermarks, garbled or invented lettering, photorealistic humans mixed into the stylized world, the product redesigned beyond recognition, gore, blood or horror mood, medical diagram text.

   Fill the brackets for each scene – one action and one camera move per shot.

5. 5

   Check before you post

   • Style lock holds: same material, palette and character design in every scene
   • The real product is recognizable (shape, colors, label) even in the stylized world
   • One clear action per scene, readable at phone size
   • No text or garbled lettering inside the image – text lives in the timeline
   • Voice timing matches the scene length
   • A fictional presenter demonstrates or explains – no invented personal customer stories
   • Only claims from the product's claim registry; no cure, guarantee or before/after promises the niche forbids
   • No diagnosis, cure or treatment claims