The final twist. The approach of ‘sending a person in one way then pulling the rug from under them’ is a perfect, popular technique in TV commercials. In fact, it’ a tried and tested method.

A lot of directors make mistakes in (filming videos) when you shoot too long and don’t get your ass to the edit.

Lil Jon – All-Star Celebrity Apprentice 2013 Episode 9

The ‘one frame’ goal is another form of reductionism. By definition, the simplest ad needs only one cut, or camera set-up (not including the end frame).

This is not a rule you need to place on every script you write, but it is a useful tool because it forces you to keep it simple.

Aim for as close to one frame (two or three is good, too), or at least be in a position to capture the basic idea in a single frame, as if it were a poster, even if the final ad uses more frames to improve the story telling.