# What is an ad script?

> An ad script is the written plan for a video ad: what people see and hear, second by second. The parts every script needs, plus a 20-second example.
- **Author**: Marxx
- **Published**: 2026-11-06
- **Category**: Creative
- **URL**: https://marxx.ai/library-glossary/ad-script

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An ad script is the written plan for a video ad. It lists what the viewer sees and hears, in order, with timing. A good one opens with a hook in the first three seconds, shows proof, and ends with one clear ask.

## The four parts

| Part | Time | Job |
|---|---|---|
| Hook | 0 to 3 s | Stop the scroll |
| Problem or promise | 3 to 8 s | Show why it matters |
| Proof | 8 to 16 s | Show it works |
| Ask | Last 4 s | Say the one thing to do |

A 20-second ad has room for only a few lines. Many scripts say less and show more.

## A worked example

We wrote this 20-second script for INR 349 cold-brew sachets. It is an example, not a real ad.

| Time | See | Hear | On screen |
|---|---|---|---|
| 0 to 3 s | A yawn at a desk, 4 pm | "4 pm slump again?" | 4 pm slump? |
| 3 to 10 s | Tear a sachet, pour into cold water | "Tear. Pour in cold water. Twenty seconds." | 20 seconds |
| 10 to 16 s | Sipping, then a INR 180 café bill beside the pack | "Café coffee: INR 180. This: INR 35 a cup." | INR 180 vs INR 35 |
| 16 to 20 s | The pack on a desk | "Try the 10-pack for INR 349." | 10 sachets, INR 349 |

That is about 23 spoken words in 20 seconds.

## Rules that help

1. **Write for sound off.** Put the key line on screen as text.
2. **One idea per ad.** One angle, one ask.
3. **Open mid-action.** Skip logos and greetings.
4. **Keep the ask single.** Buy, book or chat. Not three.

For opening lines, see [how to write ad hooks](/guides/how-to-write-ad-hooks). For a ready layout, copy the [UGC script template](/templates/ugc-script-template). When a creator films your script, send a clear [UGC brief](/guides/how-to-brief-ugc-creators) with it.

Marxx has a node canvas with script, video and voice nodes. You go from script to video in one place. We make Marxx. See [the production canvas](/features/production-canvas).

## Check the script after it runs

Read your [hold rate](/glossary/hold-rate). If people watch the hook but leave by second 8, the script lost them in the middle. Rewrite that part first.

## FAQ

### How long should an ad script be?

Start at 15 to 30 seconds. Test a longer cut only if hold rate shows people still watching.

### Should I write a script for UGC ads?

Yes, but loosely. Give creators the key lines and the proof to show, and let them use their own words. If an AI avatar will speak the lines, as in [AI UGC](/glossary/ai-ugc), write the script in full.

### What is the difference between a script and a brief?

A script lists the lines and shots. A brief explains the goal, the audience and what to avoid.

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