Welder Plan: talking head ad for insurance

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Format and style

A selfie talking head shot at arm's length on a fabrication shop floor, with pipe racks, steel beams and high-bay lights behind him. The presenter looks to be in his 40s, with stubble, grime on his face, a welding helmet tipped up over a cap and a navy work shirt, and white lowercase captions build phrase by phrase across the lower middle of the frame.

The script admits welders get left out of retirement talk, so the messenger has to look like he walked off the job to say it. Three black cards turn the pitch into a count, each with a white italic number and a line that finishes in red: “Protects your family,” “Builds cash you can use,” “Grows without getting taxed.” For AI insurance video ads aimed at a trade, a peer in work clothes buys the attention those three cards need.

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How it was made

I open on him in the shop, calling out the audience with his first word: “Welders, did you know there's a way to save for retirement that most guys in the trade have never even heard of?” On “no, it's not a 401k, a pension, or an annuity” I cut to hands filling in paperwork with a pen, then back to him waving the options off with “It works completely different.” A welder bent over a shower of sparks fills the frame under “the time to explain it to Welders.”

He names the product, “It's called an IUL. It's life insurance,” raises a hand on “three things for you,” and each of the three lands on its own black card before I return to his face. For “we even work directly with Welder educators” I cut to a man in a suit at a whiteboard headed “Agenda,” talking to people seated at a table. The last stretch holds on him for “So tap the video, and we'll show you a blueprint with your real numbers,” with a red “Tap Here for More!” button and a downward arrow on screen.

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Deliverables

• One talking head ad, vertical 9:16

• Runtime 0:37

• Built for Meta Reels