15 ads, ready to film. Six are built on proven viral formats with the real example video playing right here; the rest are straight to camera. Every one has the shot-by-shot layout, the exact words to say, and a note on what we handle in the edit.
The offer in every ad: 30% off your first visit — this week only. One script, fifteen ads: the doctor says the same four lines in almost every video. Learn them once and they cover the whole shoot. The clinic corner: put a chair beside the adjustment table with a patient on it, set the camera once, and film every clinic half from that same spot. On camera: vertical (9:16), good light, phone steady. Dr. Anri Bici fronts every script.
Setup A — the clinic corner. A chair beside the adjustment table with a patient on it. Set the phone up once and don't move it. Twelve of the fifteen ads film entirely from here — the egg, both halves of the honk one, the pillow, the trust fall, the bottle rally, and every straight-to-camera ad.
Setup B — the front desk / lobby. The pillow throw and the trust fall. Ten minutes.
Setup C — outside. A parked car in an empty lot for the honk skit, and an empty road for the chair. Twenty minutes.
Plus six short b-roll clips with no sound needed: a pill bottle on a counter, hands doing soft tissue, someone on a physio band, and the straight-leg-raise floor demo.
The doctor says the same four lines in most of these. Learn them once and they cover the whole shoot. Everything else — the cuts, the on-screen text, the captions, the edit — is ours.
Part 1 · The six skits
01
"He's About To Sit Down"
★ shoot first
Unfinished countdown · source did 4.6M · ~41 seconds · ONE camera setup beside the table, nothing to intercut · 100% own footage (paid-safe) · watch the source ▶
▶ the source — the hat promo, 4.6M
🪝 What the original actually does
Close on a pair of hands lighting a small firecracker.
The prankster walks up behind a guy in a black polo and slips the lit firecracker into his back pocket.
The guy turns around, picks up a yellow hat, and calmly pitches a hat promotion straight to camera — while the fuse is still burning in his pocket.
The whole ad plays out inside that window. And it never resolves.
Why it works: something bad is coming and you know exactly what it is. You physically can't leave until it happens — so the pitch rides in the gap where attention is at its highest. Then it's denied, which is what drives the rewatch and the comments.
How we use it: identical structure, nothing that burns. Put a chair right beside the adjustment table with a patient on it, and shoot the entire ad in that one frame. An egg goes in his back pocket, he nearly sits on it, catches himself, delivers the whole offer standing right there — and it ends the moment he goes to sit again.
🎬 The full script
0:00–0:03
Tight on hands, beside the adjustment table — the patient is on the table, visible just behind. A staff member quietly slides an egg into the back pocket of the doctor's pants. He's facing away, checking on the patient, completely oblivious.
ON SCREEN: "he has no idea"
0:03–0:07
Wider — and this is the frame for the whole rest of the ad. The chair sits right beside the table, patient on it behind him. He turns, hand on the armrest, and starts to lower himself into the chair — then stops halfway, spots the camera, and stands back up like he's just remembered something. The egg is still in his pocket.
ON SCREEN: "wait—"
0:07–0:14
Same frame — camera has not moved and does not move again. He straightens up next to the chair and talks straight to camera, relaxed, table and patient right beside him. Three-quarters on so the egg stays visible in his back pocket.
"If you have severe back pain, pain running down your leg or into your knee, or neck and shoulder pain — this is exactly what I help people get out of, every day — back, neck and nerve pain."
0:14–0:24
Same frame. He reaches over and puts a hand on the machine — it's right there next to him — and demonstrates while it runs. Still three-quarters on.
"Right now it's 30% off your first visit, this week only. On that first visit I do a full assessment and adjustment — I find what's actually driving your pain and get your spine moving right, so your body can start to heal instead of just masking it."
0:24–0:27
The only other shot in the ad — tight on the back pocket. The egg, still sitting there, table and patient soft in the background. Hold two full seconds while he keeps talking off-camera.
ON SCREEN: "he still hasn't sat down"
0:27–0:35
Back to the wide frame. Nothing has changed.
"Nothing else does that. Pills just numb the pain. Massage and physio work around your pain — they don't remove the core problem."
0:35–0:41
He turns to the chair as he delivers the last line — it's a step away — and starts lowering himself into it on the final words.
"Thirty percent off your first visit, this week only. And if I can't help you, I'll be the first to tell you."
0:41–0:42
Cut to black before he lands. No crunch, no reaction, nothing. The payoff never comes — that's the format, and it's what puts people in the comments.
ON SCREEN, over black: "30% OFF · this week only · link below"
Caption / CTA: 30% off your first visit — this week only. Book at the link.
📋 How it gets filmed
🎥 ONE camera position for the entire ad. Put a chair right beside the adjustment table with a patient on it, set the phone up once, and shoot everything from there. Only two framings: the wide, and one tight shot of the back pocket. No moving rooms, no moving the camera.
Everything the ad needs is in that one frame — the chair, the table, the machine, the patient. He never has to walk anywhere.
He never actually sits. Not once on camera. He goes down halfway at 0:03 and again on the last line, and both times we cut. The whole ad is the audience waiting for something that never happens.
An egg, not a firecracker. It has to be clearly visible in the pocket — that's the entire open loop. A whoopee cushion on the chair seat works if they'd rather not risk the mess, but the egg reads better.
Three-quarters on, never square to camera. If he faces the lens straight on you lose the pocket, and if you lose the pocket you lose the video.
He plays it completely straight. He doesn't know it's there. No glancing back, no smirking. The joke happens around him, not to him.
Film the near-sit slowly, twice — hand on the armrest, knees bending, then stop. Slower than feels natural, so we have frames to find the cut. And film him actually sitting at the very end, egg and all, so we can time it (you'll want the outtake anyway).
We handle both cuts to black, all on-screen text, burned-in captions on every line, the edit and the caption.
⚠️ Prop change from the source, on purpose. The original uses a live firecracker. In a clinic that's a Meta dangerous-acts problem, an insurance problem and a college-complaint problem — for zero extra reach. The egg gives the identical "something's about to happen and he has no idea" loop, and a man nearly sitting on it twice is a stronger visual than a fuse.
02
"You Honked At The Wrong Guy"
★ shoot second
POV skit · source did 9.9M · ~49 seconds · two setups (the car + the same clinic corner as R17) · 100% own footage (paid-safe)
▶ the source — dashcam POV skit, 9.9M
🪝 What the original actually does
Dashcam POV, stopped at a light in New York. A guy in a green polo crosses in front of the car.
He stops dead in the crosswalk, turns, and starts arguing at the driver with his arms up.
Then he hurls his iced coffee at the windshield — it explodes across the glass and runs down it.
Hard cut: same guy, close on the sidewalk, still ranting, sandwich in his hand, taking a bite. Then he holds an iced coffee straight into the lens.
He was carrying the product the entire time. The rage was the ad.
Why it works: for the first eight seconds it reads as a real road-rage clip somebody happened to catch — so nobody's ad-radar goes off until the pitch has already landed.
How we use it: same build-up, better payoff. You honk, he loses it, he storms over and hammers on your window, the glass comes down — and instead of screaming he pitches you the offer. Nobody sees it coming, and the offer lands at 0:13 because the confrontation earned it.
🎬 The full script
0:00–0:04
Dashcam POV from inside a parked car. Phone mounted on the dash, pointed out through the windscreen. Someone crosses in front of the bonnet holding a coffee, walking normally, minding their own business.
ON SCREEN: "POV: you honk at the wrong guy"
0:04–0:07
The horn goes. He jumps out of his skin — coffee nearly gone — spins round, arms up. Genuinely startled, not acting startled.
"WHOA — what's going on?!"
0:07–0:11
He marches straight at the car and starts hammering on the driver's window, coffee still in his other hand. We never leave the driver's seat — the viewer is the one being knocked at.
0:11–0:13
The window rolls down. One full beat of silence. He leans in. Everyone watching is braced for the yelling.
0:13–0:19
And instead he pitches. Warm, friendly, completely out of nowhere — like he's doing you a favour. The tone flip is the whole joke.
"Do you have severe back pain? Pain running down your leg or into your knee? Neck or shoulder pain? …Because right now it's 30% off your first visit at Functional Therapeutix — this week only."
0:19–0:26
CUT — inside the clinic. Doctor standing beside the adjustment table, patient on it. Same corner, same camera position as the egg ad. Tone drops from chaos to calm instantly.
"That's exactly what I help people get out of, every day."
0:26–0:35
Same frame. Hand on the machine, demonstrating while it runs.
"This is chiropractic care. It pulls your spine apart to take the pressure off the nerves, so your back can actually heal — and so can everything else that pressure has been affecting."
0:35–0:43
Same frame. Nothing has changed.
"Nothing else does that. Pills just numb the pain. Massage and physio work around your pain — they don't remove the core problem."
0:43–0:49
Closest shot in the ad. Doctor straight to camera.
"Thirty percent off your first visit, this week only. And if I can't help you, I'll be the first to tell you."
0:49–0:50
Cut back to the car. He's walking off with his coffee, giving the driver a thumbs up through the windscreen. End card over it.
ON SCREEN: "30% OFF · this week only · link below"
Caption / CTA: 30% off your first visit — this week only. Book at the link.
📋 How it gets filmed
Empty parking lot, car parked, engine off. Nobody drives anything and nothing moves. The dashcam angle is the entire illusion.
Phone mounted on the dash, pointed out through the windscreen, and left there. It should look like a dashcam nobody thought about, not a shot somebody framed.
Don't tell him exactly when the horn is coming. The real flinch is worth ten takes of acting. Honk it for real.
The knock sells the threat. Hard and fast, right up on the glass, filmed from inside so the viewer is the driver getting knocked at.
The window comes down and he pauses. A full beat of nothing before he speaks — that silence is where everyone braces for the screaming, and it's what makes the pitch land.
Then he's warm. Friendly, easy, like he's doing you a favour. The bigger the gap between the hammering and the pitch, the better this works.
The clinic half is the same setup as the egg ad — doctor beside the adjustment table, patient on it, camera in the same spot. Film both ads' clinic halves back to back and it's one setup for two videos.
We handle the horn sound, the cuts, all on-screen text, burned-in captions on every line, the edit and the caption.
The tone flip is the point. Thirteen seconds of a stranger about to scream at you, then a doctor being calm and reasonable. Don't let the clinic half get jokey — the contrast is what makes the offer credible after someone's just hammered on your window.
03
"The Chair In The Road"
★ shoot third
Cut-before-impact · source did 15M · ~37 seconds · two recordings, composited · one location · 100% own footage (paid-safe)
▶ the source — the chair on the road, 15M (2nd clip in the reel)
🪝 What the original actually does
Empty dirt road, big open sky. A man carries a folding chair into the middle of the road and sets it down.
Cut to a driving POV — the car is coming straight down that road at him. He's small in the distance, directly in the path.
He doesn't move. The car keeps closing.
And it never lands. No impact, no punchline, nothing.
Why it works: a person calmly sitting in front of an oncoming car is the hardest thing on the internet to scroll past. Your body won't let you leave until you see how it ends — and it never ends.
How we use it: he sets the chair down, sits, and delivers the entire offer straight to camera. The car closes on him the whole time. He never acknowledges it. The tension holds people through all 37 seconds — the ad rides inside it.
🎬 The full script
0:00–0:04
Wide, locked, empty road. The doctor walks into the middle of the road carrying a folding chair. Unfolds it. Sits down facing camera. Behind him, far down the road, a car is visible — small, a long way off.
No text. No music sting. Just a man setting up a chair in the middle of a road.
0:04–0:11
Same frame. He starts talking, relaxed, like he's sat on his own porch. The car is closing behind him.
"If you have severe back pain, pain running down your leg or into your knee, or neck and shoulder pain — this is exactly what I help people get out of, every day — back, neck and nerve pain."
0:11–0:21
Push in slightly — he's bigger in frame, and so is the car. He still hasn't looked behind him.
"Right now it's 30% off your first visit, this week only. On that first visit I do a full assessment and adjustment — I find what's actually driving your pain and get your spine moving right, so your body can start to heal instead of just masking it."
0:21–0:29
The car is close enough now that it's obviously wrong. He leans forward, elbows on knees, completely calm.
"Nothing else does that. Pills just numb the pain. Massage and physio work around your pain — they don't remove the core problem."
0:29–0:36
Tight now. The car fills the space behind his shoulder. He doesn't rush the line, doesn't flinch, doesn't look.
"Thirty percent off your first visit, this week only. And if I can't help you, I'll be the first to tell you."
0:36–0:37
Cut to black. No impact. No sound. Nothing resolves — that's the format, and it's what puts people in the comments.
ON SCREEN, over black: "30% OFF · this week only · link below"
Caption / CTA: 30% off your first visit — this week only. Book at the link.
📋 What you film · what we handle
You film two separate videos. We put them together. Nobody is ever in the road with a moving car — the doctor and the car are never recorded at the same time.
🔒 Lock the camera and do not touch it. Phone vertical (9:16) on a tripod, chest height, wide enough to see a long stretch of road behind the chair. Once it's set, don't move it, don't zoom, don't pick it up — not between takes, not between the two recordings. If the camera shifts, the two shots won't line up and we can't blend them.
RECORDING 1 — the doctor. Chair in the middle of the lane. He sits down and delivers the whole script top to bottom, straight to camera. Empty road, no car anywhere. Two or three takes. He never looks behind him.
RECORDING 2 — the car. Get the doctor, the chair and everyone else completely off the road. Same camera, still untouched. Now drive the car full speed straight down that same lane toward the camera. One or two takes is plenty. Nobody is in the road for this — that's the entire point.
Shoot both back to back, same light. Don't break between them. If the sun moves, the two plates won't match.
Film in 4K if the phone offers it — it gives us room to push in for the tighter shots without a second setup.
What we do with it: we mask the two recordings together so the car appears to be bearing down on him while he talks, and time it so it's nearly on him as he says the last line. Then we cut to black before it reaches him.
We also handle the end card, burned-in captions on every line, the edit and the caption.
Why this one is cheap to make: one location, one actor, no props but a chair, four lines to learn, and about 20 minutes of filming. The illusion is entirely ours to build in the edit. If the shoot day runs long, this is the one to keep.
04
"Are You Still Waiting?"
★ shoot fourth
Delayed impact · source did 3.3M · ~44 seconds · front desk + the clinic corner · 100% own footage (paid-safe)
▶ the source — Glen Ellyn Public Library, 3.3M
🪝 What the original actually does
Two library staff at the front desk, working. A book is thrown from off-camera and the video cuts before it lands.
Card: "Are you still waiting for that book to hit me?"
They stand there. Nothing happens for two full seconds.
Then the book flies in and hits him. He barely reacts and walks off.
Card: "Well, we're waiting for you to come to Glen Ellyn Public Library."
Why it works: your brain can't drop an action it never saw finish, so you stay for the landing — and the payoff arrives while you're reading the line. Then the last card flips it: the one really doing the waiting is you.
How we use it: the pillow doesn't mean anything. It buys eight seconds of attention with a proven mechanic, then we hand straight off to the doctor — and the gag comes back at the end to close the loop.
🎬 The full script
0:00–0:02
Wide, locked frame on the front desk. Two staff behind it, working, not looking at camera. A pillow flies in from the left — we cut before it lands.
0:02–0:04.5
Same frame. Both look up into the lens. Hold the full two seconds — nothing happens. This is the beat everyone will want to shorten. Don't.
ON SCREEN: "Are you still waiting for that pillow to hit me?"
0:04.5
The pillow hits him. He barely reacts, and wanders out of frame.
0:05–0:08
She turns to camera, completely flat. Never acknowledges what just happened.
"Well… we're still waiting for you to come to Functional Therapeutix."
0:08–0:15
CUT — the clinic corner. Doctor standing beside the adjustment table, patient on it. Same camera position as the egg ad.
"If you have severe back pain, pain running down your leg or into your knee, or neck and shoulder pain — this is exactly what I help people get out of, every day — back, neck and nerve pain."
0:15–0:25
Same frame. Hand on the machine, demonstrating while it runs.
"Right now it's 30% off your first visit, this week only. On that first visit I do a full assessment and adjustment — I find what's actually driving your pain and get your spine moving right, so your body can start to heal instead of just masking it."
0:25–0:33
Same frame. Nothing has changed.
"Nothing else does that. Pills just numb the pain. Massage and physio work around your pain — they don't remove the core problem."
0:33–0:40
Closest shot in the ad. Doctor straight to camera.
"Thirty percent off your first visit, this week only. And if I can't help you, I'll be the first to tell you."
0:40–0:44
Back to the front desk. She's still standing there exactly as we left her — and a second pillow hits her. She doesn't flinch. End card over it.
ON SCREEN: "30% OFF · this week only · link below"
Caption / CTA: 30% off your first visit — this week only. Book at the link.
📋 How it gets filmed
The skit — one locked frame at the front desk. Phone vertical (9:16) on a tripod or the counter, chest height, 6–8 feet back, clinic name in shot. Never move the phone. Film the throw all the way through including the hit — we make the cut.
The deadpan carries it. Whoever delivers "we're still waiting for you" cannot crack. Take as many goes as you need — that face is the video.
Film the second pillow hit for the ending, same frame, straight after.
The clinic half is the same setup as the egg ad — doctor beside the table, patient on it, camera in the same spot. Film all the clinic halves in one go.
We handle the cut-before-impact, all on-screen text, burned-in captions on every line, the edit and the caption.
05
"Trust Fall"
★ shoot fifth
Expectation-break · source did 42.8M · ~43 seconds · lobby + the clinic corner · 100% own footage (paid-safe) · watch the source ▶
▶ the source — New Berlin Public Library, 42.8M
🪝 What the original actually does
Two library staff standing together in the lobby. One crosses her arms and does a trust fall backwards.
The other one steps aside and lets her drop. Walks off.
She strolls back to the middle of the frame, alone, hands folded, deadpan into the lens:
Card 1: "You can't trust everybody."
Card 2: "But you can trust the New Berlin Public Library"
Card 3: "to give you access · for free · to hundreds of books,"
Why it works: the comedy earns the watch, the betrayal is the share-trigger, and the promo arrives as the punchline — so the brand rides the laugh instead of interrupting it.
How we use it: a trust fall is already about someone catching your back. Run their bit exactly, let the pivot line hand us the offer, then pay the gag off at the end by having the doctor actually catch her.
🎬 The full script
0:00–0:02.5
Wide, locked frame in the lobby. Two staff standing side by side. One crosses her arms, calls it out, and falls straight back.
"Trust fall!"
0:02.5
The other one steps aside. We cut the instant she starts to drop — nobody hits the floor, and the cut is funnier than the landing. Mat or a chair behind her on every take regardless.
0:03–0:05
The one who stepped aside walks back to the middle of the frame. Alone, hands folded, completely deadpan into the lens.
"You can't trust everybody."
ON SCREEN, same words: "You can't trust everybody."
0:05–0:07
Same shot. Still not smiling.
"But you can trust Functional Therapeutix."
0:07–0:14
CUT — the clinic corner. Doctor standing beside the adjustment table, patient on it. Same camera position as the egg ad.
"If you have severe back pain, pain running down your leg or into your knee, or neck and shoulder pain — this is exactly what I help people get out of, every day — back, neck and nerve pain."
0:14–0:24
Same frame. Hand on the machine, demonstrating while it runs.
"Right now it's 30% off your first visit, this week only. On that first visit I do a full assessment and adjustment — I find what's actually driving your pain and get your spine moving right, so your body can start to heal instead of just masking it."
0:24–0:32
Same frame. Nothing has changed.
"Nothing else does that. Pills just numb the pain. Massage and physio work around your pain — they don't remove the core problem."
0:32–0:39
Closest shot in the ad. Doctor straight to camera.
"Thirty percent off your first visit, this week only. And if I can't help you, I'll be the first to tell you."
0:39–0:43
Back to the opening frame — and this time she gets caught. Same trust fall, but the doctor steps in behind her and actually catches her. He's holding her when the end card drops.
ON SCREEN: "30% OFF · this week only · link below"
Caption / CTA: You can't trust everybody with your back 🤷 30% off your first visit — this week only. Book at the link.
📋 How it gets filmed
The trust fall — one locked frame, three takes. Phone vertical (9:16), chest height, 6–8 feet back, both bodies fully in shot. "Trust fall!" said out loud, then straight back. Mat or chair behind her every take.
The deadpan is the whole hook. Whoever steps aside walks back and stares down the lens without cracking.
The catch — same frame, doctor steps in and actually catches her. Film it immediately after, while the setup is still framed and lit.
The clinic half is the same setup as the egg ad. Film all the clinic halves in one go.
We handle the cut before she lands, all on-screen text, burned-in captions on every line, the edit and the caption.
06
"The Bottle Rally"
★ shoot sixth
Hook-swap · source did 7.7M · ~42 seconds · one setup at the table · ⚠️ organic-first (borrowed opener) · watch the source ▶
▶ the source — hook-swap, 7.7M
🪝 What the original actually does
It opens on somebody else's viral clip — a woman at a boxing gym throwing a spinning kick that knocks a water bottle flying.
Then it hard-cuts to a completely different guy, in his living room, doing the same bottle-flip motion — talking straight to camera with word-by-word captions.
The borrowed clip does the scroll-stop. He keeps the attention.
Why it works: you rent a hook already proven to stop the scroll instead of gambling on your own. It only holds because the two clips rhyme — same action, different person — so the cut reads as deliberate.
How we use it: the bottle keeps travelling. She kicks it, we catch it, say a line, throw it back. Every catch buys a new beat and the rally holds people all the way to the offer.
🎬 The full script
0:00–0:02
BORROWED CLIP. The gym. She throws the spinning kick and sends the water bottle flying out of frame. No text, no talking — let it play.
0:02–0:03
HARD CUT — the adjustment table. The doctor catches the bottle one-handed, patient on the table behind him. Same bottle, same look — like it flew in from the other video.
0:03–0:10
Holding the bottle, free hand on the machine, straight to camera. Throws it back off-frame on the last word.
"If you have severe back pain, pain running down your leg or into your knee, or neck and shoulder pain — this is exactly what I help people get out of, every day — back, neck and nerve pain."
0:10–0:11.5
CUT BACK to the borrowed clip. She kicks it again, harder.
0:11.5–0:21
He catches it again, now demonstrating on the machine while the patient is mid-session. Throws it back on the last word.
"Right now it's 30% off your first visit, this week only. On that first visit I do a full assessment and adjustment — I find what's actually driving your pain and get your spine moving right, so your body can start to heal instead of just masking it."
0:21–0:22.5
CUT BACK. She kicks it over again.
0:22.5–0:31
He catches it at the table again, hand back on the machine.
"Nothing else does that. Pills just numb the pain. Massage and physio work around your pain — they don't remove the core problem."
0:31–0:32.5
CUT BACK. She kicks it over one last time.
0:32.5–0:40
Closest shot in the ad. He catches it, straight to camera, delivers the CTA holding the bottle.
"Thirty percent off your first visit, this week only. And if I can't help you, I'll be the first to tell you."
0:40–0:42
He throws it back — freeze on the bottle mid-air. It never lands. End card over the frozen frame.
ON SCREEN: "30% OFF · this week only · link below"
Caption / CTA: 30% off your first visit — this week only. Book at the link.
📋 How it gets filmed
Same water bottle in every shot. Plain, clear, no label — it has to read as one bottle travelling between the two videos. Buy two identical ones in case one dents.
The catch sells it. Clean, one hand, not startled — like he was expecting it. Five takes each, we pick the cleanest.
All four catches happen at the table — one setup, four framings: wide with the patient, medium with his hand on the machine, medium again, then tight on his face for the CTA.
Throw it back out of frame on the last word, same direction every time (frame left). That's what makes the next cut land.
We handle the borrowed opener, the cuts, the freeze-frame ending, all on-screen text, burned-in captions, the edit and the caption.
⚠️ Post this one organically first. The opening two seconds are someone else's clip. Fine on the feed — that's what the format is. Before we put spend behind it, either get the creator's okay or reshoot the opener with a staff member kicking the bottle. The rally holds either way.
Part 2 · Straight to camera — one corner, no props
Every one of these is the doctor beside the adjustment table with a patient on it — same camera position as the shoot list above. No skits, no acting. Film them all in one sitting.
07
"Watch This First"
★ surgery avoidance
Highest-intent buyer in the market · ~38 seconds · 2 framings · runs on Meta AND Google
🎯 Who this is for
Someone who already has a surgery consult booked, or has been told it's coming, and is lying awake googling whether they can avoid it.
They are the most motivated buyer in the entire market and nothing else we've built speaks to them.
🎬 The full script
0:00–0:04
Tight on his face. No intro, no "hey guys." Straight into it, serious.
"If you've been told you need surgery for a bulging disc — please watch this first."
ON SCREEN: "watch this first"
0:04–0:12
Same framing. Level and unhurried — he's telling you something nobody told him to tell you.
"Once they operate and fuse your back together, that's permanent. There's no undoing it. And for some people, the pain doesn't stop."
ON SCREEN, small and quiet under him: "failed back surgery syndrome"
0:12–0:22
He moves to the table — hand on the machine, patient on it mid-session. The only other shot in the ad.
"There's a route a lot of people never try first — a proper assessment and adjustment that takes the pressure off the nerve, so it can actually start healing. No cutting, no drugs."
0:22–0:29
Still at the machine, hand resting on it.
"I help people every day with back pain, neck pain, shoulder pain, and pain running down their legs and into their knees."
0:29–0:38
Back tight on his face. Straight down the lens, no smile.
"Right now it's 30% off your first visit, this week only. Try this before you do something permanent. And if I can't help, I'll tell you on the spot. Link below — don't miss out."
ON SCREEN: "30% OFF · this week only · link below"
Caption / CTA: Been told you need surgery for a disc? Watch this first. Fusion is permanent — and for some people the pain doesn't stop after it. There's one thing worth trying before you get there. 30% off your first visit — this week only. Book at the link.
📋 How it gets filmed
Two framings, one corner. Tight on his face for the open and the close, wide enough to include the machine for the middle two lines. Same spot as every other ad.
No intro. He starts on "if you've been told." The first three seconds decide whether this ad works — don't spend them on hello.
Slow down, don't sell. This person is frightened. It works because he sounds like he's talking someone off a ledge, not pitching them.
Five lines, one take each. Ten minutes of filming.
We handle the cuts, both on-screen cards, burned-in captions and the caption.
Run this on Google too. People with a surgery date search for exactly this, so it harvests intent instead of interrupting it — usually a cheaper booking than anything on the feed.
08
"I'm A Chiropractor And I'll Tell You This For Free"
★ tried everything
Biggest audience of any angle · ~38 seconds · 2 framings · nobody else in Newmarket will run this ad
🎯 Who this is for
The person who has already spent money on this. Adjustments, physio, massage, injections, pills — some of it helped for a week, none of it held.
They don't believe anyone anymore. So the only way in is for the doctor to disqualify his own treatment first.
Why it works: a chiropractor saying "an adjustment won't fix this" is the last thing anyone expects, and it's true — manipulation doesn't take pressure off a disc. He costs himself a sale in the first four seconds, and that's exactly what buys the trust to make one.
🎬 The full script
0:00–0:05
Tight on his face. No intro. Slight shrug, like he's letting you in on something.
"I'm a chiropractor, and I'm going to tell you something that costs me money. An adjustment is not going to fix a bulging disc."
ON SCREEN: "and I'm a chiropractor"
0:05–0:16
Same framing. He counts them off — one small beat between each, not rushed.
"Neither will massage. Or physio. Or the injections. Or the pills. And none of them are wrong — they just all work around the problem instead of on it. If your disc is sitting on a nerve, not one of those takes the pressure off it."
0:16–0:26
He steps back and puts a hand on the machine — patient on the table, session running. The only other shot in the ad.
"I do. On your first visit I assess you, find what's driving it, and adjust you to take the pressure off the nerve — so it can actually start healing. No drugs, no surgery."
0:26–0:32
Still at the machine, hand resting on it.
"I help people every day with back pain, neck pain, shoulder pain, and pain running down their legs and into their knees."
0:32–0:40
Back tight on his face. Straight down the lens.
"So if you've tried everything and nothing's held — this is the one you haven't tried. 30% off your first visit, this week only. And if I can't help, I'll tell you on the spot. Link below."
ON SCREEN: "30% OFF · this week only · link below"
Caption / CTA: An adjustment won't fix a bulging disc — and I'm a chiropractor. Neither will massage, physio, injections or pills. Here's the one thing that takes the pressure off the nerve. 30% off your first visit — this week only. Book at the link.
📋 How it gets filmed
Two framings, one corner. Tight on his face for the open and the close, wide enough to include the machine for the middle. Same spot as T1 — film both in the same sitting.
The first line has to be thrown away, not announced. He says it like it's obvious and slightly amusing that nobody else admits it. The moment it sounds like a sales angle, it stops working.
Count the failures off properly. Massage. Physio. Injections. Pills. A small pause between each — that rhythm is what makes people hear their own history.
Never sneer at the other treatments. "None of them are wrong" is doing real work in that line — it keeps him credible and keeps the college happy.
Five lines, one take each. Ten minutes of filming.
We handle the cuts, on-screen text, burned-in captions and the caption.
This is the highest-volume angle we have. Surgery avoidance is the most motivated buyer; this one is the biggest pool by far — almost everybody with a bad back has already paid for something that didn't hold.
09
"Three Signs It's Your Disc"
★ self-test
Highest-leverage post in the research · ~42 seconds · 3 framings incl. a floor demo · qualifies AND gives a reason to book
🎯 Who this is for
Everyone who thinks they "just pulled something" and has been waiting it out for months.
The research calls the self-test the single highest-leverage piece we can make, because it does two jobs at once — people diagnose themselves, and then they have a reason to book instead of a reason to scroll.
Why it works: a numbered promise with the payoff held back is the oldest open loop there is, and the third sign is something they can physically do on their living room floor while watching. People comment their result, which is free reach and a warm audience for every other ad we run.
🎬 The full script
0:00–0:05
Tight on his face. No intro. Straight in.
"Three signs your back pain is actually a disc and not a pulled muscle. The third one is the one everybody ignores."
ON SCREEN: "3 signs it's your disc"
0:05–0:12
Same framing. He holds up one finger.
"One. The pain doesn't stay in your back. It travels — down your backside, past your knee, sometimes into your foot. Muscles don't do that. Nerves do."
ON SCREEN: "1 · it travels past the knee"
0:12–0:20
Same framing. Two fingers.
"Two. Sitting makes it worse. If you're better walking around than you are in the car or at your desk, that's a disc, not a muscle."
ON SCREEN: "2 · sitting makes it worse"
0:20–0:31
Cut to the floor demo — a patient or staff member lying flat on their back, doctor kneeling beside them, lifting one straight leg. Film it from the side so the angle of the leg is obvious.
"Three, and this is the one people ignore. Lie flat on your back and have someone slowly lift one straight leg. If pain shoots down that leg before it's even halfway up — your disc is sitting on the nerve."
ON SCREEN: "3 · the one everybody ignores"
0:31–0:36
Cut to the machine, hand on it, patient on the table mid-session.
"That's not a diagnosis — it's a reason to get it looked at. And an adjustment is what takes that pressure off the nerve, so it can actually start healing."
0:36–0:44
Back tight on his face. Straight down the lens.
"If two of those three were you — 30% off your first visit, this week only, and you'll know for sure. Comment which number was you. Link below."
ON SCREEN: "30% OFF · this week only · link below"
Caption / CTA: Three signs your back pain is a disc, not a pulled muscle — the third one you can test on your floor in ten seconds. Comment which number was you. 30% off your first visit — this week only. Book at the link.
📋 How it gets filmed
Three framings. Tight on his face for signs one and two and the close, the floor demo from the side, and one shot at the machine. Same corner for everything except the floor demo.
The floor demo has to be readable — film it side-on, whole body in frame, so people can see how far the leg gets lifted. That shot is the reason this ad gets saved.
Hold up the fingers. One, two, three. It sounds obvious and it's why people stay to the end.
Keep "that's not a diagnosis" in. It costs two seconds and it's the line that keeps a self-test ad safe.
Ask for the comment out loud. "Comment which number was you" is doing more work than the link — comments are what carry this one.
We handle the cuts, the three numbered cards, burned-in captions and the caption.
Reply to every comment. When someone says "number 2 was me," the reply is a question, not a pitch — "how long has sitting been the worst part?" That thread is where the bookings come from on this one.
10
"Hey Newmarket — This Week Only"
★ direct offer
The workhorse · ~26 seconds · ONE framing, one take · the most-proven clinic ad format there is
🎯 Who this is for
Everybody. No hook, no gimmick, no story — just the offer, said plainly, by the person who'll be treating them.
The "Hey [City] + N spots" open is the single longest-running, most-copied format in the entire clinic ad library. It is boring and it works.
Why it earns its place: the six viral ads buy attention from people who weren't looking. This one converts the people who already know they've got a problem and just needed a reason to act this week. It's also the cheapest thing on the list to produce — one shot, one take, no setup.
🎬 The full script
0:00–0:04
One framing for the whole ad. Standing beside the adjustment table, patient on it. Warm, direct, like he's talking to a neighbour.
"Hey Newmarket. We're giving 30% off your first visit this week, and that's it."
ON SCREEN: "Newmarket · this week only"
0:04–0:11
Same shot. He doesn't rush the number.
"Thirty percent off your first visit with me — this week only."
ON SCREEN: "30% OFF · this week only"
0:11–0:19
Same shot. He gestures at the adjustment table beside him.
"Your first visit is a full assessment — I find what's actually causing your pain, adjust you so you can feel the difference, and give you a plan for your back."
0:19–0:26
Same shot. Straight down the lens for the last line.
"Back pain, neck, shoulder, pain running down your leg or into your knee — tap the link and grab one. And if you're not a candidate, I'll tell you on day one."
ON SCREEN: "30% OFF · this week only · link below"
Caption / CTA: Hey Newmarket 👋 this week only this week. 30% off your first visit, this week only — a full assessment and adjustment so you can feel the difference. If I can't help, I'll tell you on the spot. Link in bio.
📋 How it gets filmed
One framing, one take, no cuts. Standing beside the table with a patient on it. Twenty-six seconds. This is the easiest thing on the entire list to film — do it first while everyone's still fresh.
Say the city out loud in the first two words. "Hey Newmarket" is doing more work than anything else in the script — it's what makes a scrolling local stop.
Warm, not urgent. He's a neighbour with an offer, not a salesman with a deadline. The scarcity is in the words; it doesn't need to be in the delivery.
We handle the on-screen cards, burned-in captions and the caption.
Run this one continuously. The viral ads spike and fade; this is the ad that sits underneath them all month and picks up everybody they warmed up. Refresh the spot count each week so it stays honest.
11
"30% Off"
★ direct offer — discount lead
Same offer, discount-first · ~30 seconds · ONE framing, one take · A/B against T4 and T4c
🎬 The full script
0:00–0:05
One framing for the whole ad. Standing beside the adjustment table, patient on it. He leads with the number and nothing else.
"30% off your first visit — that's what we're doing this week."
ON SCREEN, big: "30% OFF"
0:05–0:11
Same shot. He lets the second number land on its own.
"This week only — new patients get 30% off that first visit."
ON SCREEN: "30% OFF · this week only"
0:11–0:18
Same shot. This is the beat that tells them it's for them.
"So if you've got back pain that keeps coming back, neck or shoulder pain, or pain running down your leg or into your knee — this is for you."
0:18–0:26
Same shot. He gestures at the adjustment table beside him.
"This is what I do every day. Your first visit is a full assessment and adjustment, so you can feel the difference for yourself."
0:26–0:31
Straight down the lens.
"This week only. Tap the link and book in."
ON SCREEN: "30% OFF · this week only · link below"
Caption / CTA: 30% off your first visit this week — a full assessment and adjustment. Link in bio.
12
"30% Off, This Week Only"
★ direct offer — price lead
Same offer, price-first · ~30 seconds · ONE framing, one take · A/B against T4 and T4b
🎬 The full script
0:00–0:05
One framing for the whole ad. Beside the table, patient on it. Three short sentences, full stops between them.
"30% off your first visit. This week only. That's it."
ON SCREEN, big: "30% OFF · 1st VISIT"
0:05–0:11
Same shot.
"New patients get 30% off that first visit — this week only."
0:11–0:19
Same shot. The pain points, said like he's listing people he saw yesterday.
"Back pain that keeps coming back. Neck and shoulder pain. Pain running down your leg or into your knee. Numbness in your foot. That's what this is for."
0:19–0:27
Same shot, hand on the machine.
"This is what I do every day. On your first visit I do a full assessment, find what's causing it, and adjust you."
0:27–0:32
Straight down the lens.
"Book in now — link below. And if you're not a candidate, I'll tell you on day one."
ON SCREEN: "30% OFF · this week only · link below"
Caption / CTA: 30% off your first visit — this week only. Back pain, neck, shoulder, pain running down your leg. A full assessment and adjustment. If I can't help, I'll tell you on the spot. Link in bio.
📋 How the three direct-offer ads get filmed
All three in one sitting, same framing, back to back. Beside the table, patient on it, one take each. Fifteen minutes total for three ads.
The only difference is the first five seconds — the city, the discount, or the price. That's the whole test.
We handle the on-screen cards, burned-in captions and the captions.
Run all three at once and let them fight. Same offer, same shot, three different opening lines — city, discount, price. Whichever one wins gets the budget, and we'll know inside a week which number this market actually responds to.
13
Real Patient Reviews — a set of three
★ proof · real
~28 seconds each · the patient's own words on screen · these are Dr. Anri's real published testimonials
🎯 How these are built
Open on what the patient was dealing with, in their words. Then their review fills the screen — name and exact words. You read it as a quote, then hand off to the offer for whoever just recognised themselves.
⚠️ Compliance (Ontario College): these three are Dr. Anri's real testimonials, already public on ftxhealth.ca. Read each as a quote (never as your own claim), keep "real testimonial · results vary" on screen, and don't add a star rating (the source doesn't show one). No guaranteed outcomes.
🎬 13a — Elvis (recurring back pain)
0:00–0:08
Tight on your face. No intro — tell it like you're talking about a patient you know well.
"This is a patient who deals with back pain that flares up — the kind that keeps coming back on a busy schedule. Here's what he had to say."
ON SCREEN: "back pain that keeps coming back"
0:08–0:17
The review fills the screen — name and words. You read it over the top, like you're reading his words off the page.
"Great experience with Dr. Bici! He is very friendly and knowledgeable and you can really tell that he cares. Every time I have back pain I know who to call."
ON SCREEN: “…every time I have back pain I know who to call.” — Elvis P., Mississauga · real testimonial · results vary
0:17–0:22
By the adjustment table, hand on it.
"On your first visit I find what's actually driving that pain and adjust you — so it stops running your week. No drugs, no surgery."
0:22–0:28
Back tight on your face.
"30% off your first visit, this week only. And if I can't help you, I'll be the first to tell you. Link below."
ON SCREEN: "30% OFF · this week only · link below"
🎬 13b — Mary (chronic neck pain, years)
0:00–0:09
Tight on your face. No intro.
"This patient had chronic neck pain for years before she came in. Here's what she said after."
ON SCREEN: "years of chronic neck pain"
0:09–0:17
The review fills the screen — her name and words.
"Excellent service. Dr. Bici is customer oriented and professional. I've had chronic neck pain for years and since I started seeing him it has gotten so much better."
ON SCREEN: “…chronic neck pain for years … so much better.” — Mary M.N, Oakville · real testimonial · results vary
0:17–0:23
By the adjustment table.
"If neck or shoulder pain has been with you for years, your first visit is a full assessment to find why — then we build a plan to settle it down."
0:23–0:28
Back tight on your face.
"30% off your first visit, this week only. And if I can't help you, I'll tell you straight. Link below."
ON SCREEN: "30% OFF · this week only · link below"
🎬 13c — Tomislav (4-year patient, trust)
0:00–0:07
Tight on your face. Warm.
"Some of my patients have been coming to me for years. Here's what one of them — a patient of four years — had to say."
ON SCREEN: "a patient of 4 years"
0:07–0:15
The review fills the screen — name and words.
"Dr. Bici is professional and skilled. The pressure and techniques he uses are excellent. I have been his patient for the last 4 years. Highly recommend!"
ON SCREEN: “…his patient for the last 4 years. Highly recommend!” — Tomislav O., Woodbridge · real testimonial · results vary
0:15–0:21
By the adjustment table.
"That's the goal — find the root, get you moving right, and keep you there. A full assessment and adjustment, no drugs, no surgery."
0:21–0:28
Back tight on your face.
"New here? 30% off your first visit, this week only. Link below."
ON SCREEN: "30% OFF · this week only · link below"
Caption / CTA (all three): Real patient, real words — results vary. 30% off your first visit — this week only. Book at the link.
📋 How they get filmed
Two framings, same corner. Tight on your face for the story, plus one shot by the adjustment table. The reviews are on-screen text we add — nothing extra to film.
Read the quote as a quote — slightly slower, like you're reading it off the screen. Never let it sound like your own claim.
Say the offer at the end and let the review do the trust.
We handle the review cards on screen, the "results vary" tag, burned-in captions and the captions.
Even better when you have them: a current patient filming thirty seconds on their own phone beats all three. If you gather fresh Google reviews (with consent), send them and we'll build more in this format.