Free Commercial Script Template
Storyboard Your Commercial Before You Shoot
Create scripts, storyboards, and animatics with your team.
Collect client feedback, keep every version on record, and go into production knowing exactly what was approved.
Write TV & Digital Ad Scripts That Get Approved Faster
The two-column A/V format is the industry standard for commercial scriptwriting—used by agencies and production houses worldwide. Separating visuals from audio creates a clear blueprint that clients, creative directors, and production teams can review at a glance.
Our free commercial script template includes built-in timing for standard spot lengths: 15-second pre-rolls, 30-second TV spots, and 60-second brand films. No more guessing whether your script fits the slot—see your word count and runtime update in real time as you write.
Start with a pre-built template for product demos, brand spots, or testimonial ads, or build your commercial from scratch.
Agency workflows demand precision. A well-structured commercial script reduces revision cycles, speeds up client approvals, and ensures everyone—from copywriters to directors—is aligned before the shoot. If you are new to the format, how to write a TV commercial script walks through the heading, the two columns, and the steps from story to call to action.
The A/V format lets clients see exactly how their product will be presented visually while reviewing the voiceover copy. No more surprises in the edit bay. No more costly reshoots because the script timing didn't match the media buy.
When your script is approved, take the next step: create a commercial storyboard to visualize every shot, then build your shot list to keep your production on schedule and on budget.
Frequently asked questions
A 30-second TV commercial typically contains 60-75 words of voiceover, depending on pacing and dramatic pauses. Our commercial script template calculates timing automatically based on industry-standard voiceover rates (roughly 150 words per minute for conversational delivery). This helps you nail the timing before you ever step into a recording booth.
The industry standard is the two-column A/V (audio-visual) format. The left column describes visuals—camera angles, on-screen graphics, product shots, and talent actions. The right column contains audio—voiceover copy, dialogue, music cues, and sound effects. This format has been used by ad agencies for decades because it clearly shows how picture and sound work together.
Product demo commercials typically follow a problem-solution structure: 1) Hook with the pain point (first 5 seconds), 2) Introduce the product as the solution, 3) Demonstrate key features with clear visuals, 4) Show the transformation or result, 5) End with a call-to-action and logo. Our template makes it easy to time each section so your demo fits your media buy.
A 15-second spot (often used for digital pre-roll or TV bumpers) needs to deliver one clear message with roughly 30-40 words. A 30-second spot allows for story development, multiple product benefits, or emotional build-up with 60-75 words. Most campaigns create a 30-second hero spot first, then cut down to 15-second versions for retargeting and frequency.
The A/V format speeds up approvals because clients can see exactly what they're buying. Include specific visual references (not just 'product shot' but 'hero product on white, rotating 180°'), note any supers or end cards, and flag any elements that need legal review. When clients can visualise the final spot from your script, you'll spend less time in revision cycles.
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Two-column AV with live runtime, client comments on the line with no login, versions per round, and one click from approved script to storyboard.