When titling your script, avoid the temptation to rush the title of your TV script. Titles may seem relatively trivial, but they can be important for various reasons:
1.) it gives the script an identity. Naturally, the title is what everyone will start referring to your idea by, so keep it short and avoid potentially annoying, stupid names.
2.) people naturally read or present the title before reading the script, so make sure it doesn’t give anything away, especially if there’s an unexpected twist at the end of the commercial.
3.) the title can actually help to sell a script. If the title can refer to the proposition in some way, it cleverly reinforces the fact that the idea is ‘on strategy.’ Or, give it a title that will appeal to the client.
Seconds before it went off to the client, my group creative director changed the title from ‘Bed’ to ‘Torture.’ It was a stroke of genius. Suddenly the product was the hero.
Advertising Concept Book (Second Edition) by Pete Barry