Know the work.
Then compare the price.

HYPOTHESIS

Showing what to compare inside insulation quotes may help an older-home owner move from uncertainty to a clearer decision—and make Advanced’s free quote a relevant next step.

DESIRE

Choose appropriate work with a clear reason for doing it.

The human goal is confidence in the decision, not a promised saving or a guaranteed installation outcome.

PERSONA

An owner planning insulation for an older home who is unsure which work to choose, including when quotes cover different areas or preparation.

This execution addresses the part of that audience already comparing quotes. Winnipeg supplies the local service context.

OFFER

Request Advanced Insulation’s published free, no-obligation quote for the homeowner’s insulation project. S01S03

The quote is the entry point to discussing the home and proposed work. It is not a booked installation, a guaranteed diagnostic inspection or a separate free review of competitors’ quotes.

Proposed destination: Advanced’s quote-request page. Page and fields checked; no form submitted, lead routing or tracking tested. VB-S01

AWARENESS

Solution-Aware

The viewer knows insulation is an option and is comparing work. Explain the comparison in everyday words without assuming familiarity with Advanced.

CONCEPT

Concept — Creative Ideas · The central idea connecting the homeowner, their goal and the offer.

Help an older-home owner who is unsure what to fix use a free, no-obligation insulation quote to understand the proposed scope before committing.

ANGLE

Angle — Messaging Strategy · The specific argument used to make that idea persuasive.

Show why comparing the work covered by each quote helps the owner choose more wisely than comparing the totals alone.

These are starting checks, not a complete technical assessment. The script does not claim a lower quote is inferior or predict extra costs.

VOICE

Proposed: a calm, conversational narrator guiding the viewer through the comparison.

The explanation earns credibility by showing the same checks on both examples. No customer story, trade credential or personal result is claimed. Use short pauses after each check and a reassuring, matter-of-fact delivery.

Production dependency: narrator and recording are not supplied. The voice is a proposed role, not a confirmed Advanced employee or customer.

FORMAT

Proposed: a realistic, vertical tabletop video showing two labelled sample quote outlines, with a calm voice-over.

Film two printed example sheets on an ordinary home table. Show hands placing and pointing to the sheets, with overhead and close-up shots. No face, uniform, customer role or trade credential is implied. The constructed example explains a comparison; it is not a real contractor document or a recommendation for a particular home.

Keep “Illustrative example · not real quotes” visible whenever either card appears. Use no prices, company logos, customer details, fabricated measurements or winner/loser marks. No authentic quote sample has been supplied.

A proposed 9:16 composition supports mobile viewing. Final placement and crop remain to be confirmed. Let the spoken explanation and reading time determine length; no fixed runtime is prescribed.

EXECUTION APPROACH

An original tabletop execution built around the comparison task.

Realistic settings, ordinary actions and readable documents keep attention on the homeowner’s decision. No outside ad supplies the script or quote-comparison treatment.

Useful general production observations: shift from an establishing view to readable detail; reveal the relevant object beside its spoken explanation; finish with a simple brand/CTA frame. The proposed tabletop execution is original. No source footage, savings claim, character, humour or strategy is carried over.

VB-R01 · The Zebra official upload · reviewed 11 October 2026 through the supplied 53.9-second screen recording and auto-generated captions. Frames sampled across the recorded ad; seeking, overlays and apparent accelerated playback limit timing assessment. Vocal delivery and original-speed motion were not verified. This is a partial reference review, not a full video audit or performance finding.

SCRIPT

Hooks — Ad Opening Lines · Three alternative openings into one shared body.

Choose one opening. Keep the body and CTA identical.

The three hooks retain their project-selected wording and order. The body and scene plan are proposed. Visual changes should support the line being spoken.

BODY

The shared body explains the illustrative difference explicitly and develops the Hook Pack’s comparison argument.

CTA

VISUAL DIRECTIONS

One project-selected hook → B01 → B02b–B02e → B03 → B04 → B05 → CTA.

• Introduce useful new visual information about every 2–3 seconds through a crop, row highlight, pointer or text progression. Let a longer spoken beat use several purposeful changes. Hold when the example or offer needs reading time.
• At B01, reset both cards to the same position for every version. B01–B05 and the CTA must use identical narration, wording and visuals across the three variants.
• Use clear captions and high contrast. Separate captions from comparison labels; check both in the final placement crop. Keep qualifications readable, not hidden in tiny text.
• Record the short B02b–B02e beats with natural pauses. Do not rush the example or B03. Set exact duration from the recorded read-through.
• Print the two original example sheets shown above. Keep the illustrative label printed on each sheet and as a readable overlay in close-ups. Use only the table, hands and these props; no fantasy, dramatic danger, invented inspection or unrelated B-roll.
• The amber/rust styling here belongs to the project presentation. Final ad branding requires confirmation; it is not presented as Advanced’s official palette.

Editor handoff: prepare original prop artwork from the example above. Use plain, large type, Example A/B, Areas covered, the listed areas and the two question prompts. Do not add prices, letterheads or technical findings. Frame the two sheets closely enough to read; use single-sheet inserts when necessary. Keep captions below the comparison and the illustrative label above it, inside the chosen placement’s safe area. Use quiet room sound beneath the voice; music is optional and requires a cleared track.

Timing plan: the beat-specific point, insert and framing cues provide purposeful progression. Aim for a new detail about every 2–3 seconds; pause longer where labels need reading. Set exact cut points after the recorded read-through. No fixed duration, final crop or audio delivery has been tested.