Ad council – Love, Your Mind
.01 – A man sitting in what appears to be a sunroom, clasping his hands as if he is praying or pondering a thought, his gaze is staring out the window. The lighting outside appears to be possibly midday and the room is fairly dark with shadows and little light through the window.
.02-.05 – The words on screen show “I wonder if you know that I want the best for you.” The man is still in the center of the frame, and it appears that this is what he has been thinking about while sitting there. As the quote is on screen the ban unclasps and clasps his hands once again, as though he is somewhat anxiously thinking about this person.
.06 – A man is sitting on a soccer field, possible could be who the man from before was talking about or himself when he was younger. In the frame the man looks to be sweating as if after a game or practice, and is looking up at possibly the coach giving them pointers on their performance.
.07-.08 – The same young man from the soccer field but now zoomed in on his face. His look is as if he is trying to discern or further understand that of which the person in from of him is saying. You can closely see the movements of those around him swaying as if they are tired after a long session.
.09 – A young boy who is roughly in his teens, clearly different from the previous two men, has gloves on in a fighting stance. He looks as if he is about to partake in a boxing spar as there is a head of another young man, perhaps a boxing trainer standing in front of him with what could be a training bag in the lower part of the frame.
.10 – The words “But, how long will you fight solo?” appear in the bottom half of the frame as the two people step closer towards each other. The younger one putting up his guard as the older man lunges for his side.
.11- With the words still present on the screen, now the older of the two is in focus as the younger is in the foreground. The both of them seem to be shadow boxing practicing jabs and hooks.
.12-.13 – The image moves to two men, one of which is holding a box, by his facial expression, it appears heavy. They both look to be movers of some sort, one wearing a tan short sleeve button up and the other with a grey pullover. The words ” I wonder if you know that we can get help” is now at the bottom of the screen. The man in the foreground appears to be relived as if he just set down a package that was heavy.
.14 – .16 – The scene cut to a therapist session. The main focus is the back of the patients head and the therapist in in the back of the frame out of focus, but still seen. The man in the seat closer to the camera can be seen moving his hands in a rotation, as if he is explaining something to the therapist across from him.
.17-19 – A man who is clearly happy has what appears to be his daughter on his shoulders. This is the first time that you can clearly see the sky, which has no clouds and is bright blue. His daughter is in a yellow dress holding a stuffed animal. The words “Not wondering anymore” are on the bottom of the screen now.
.20 – The screen fades to white
.21- In large text the word “Love” appears with a comma afterwards
.22 – The words “Your Mind” fade in and appear to be handwriting rather than text
.23 – The words all fade out together and the website title “LoveYourMindToday.com” fades into the center of the screen
.24-.29 – The previous phrase stays on screen stays and above appears “Find mental health resources” and below appears a sponsor of huntsman mental health institute and ad council.
.30 – Fades to black
Counterintuitive Fall 2024 
Not a bad draft, KJ.
Here’s what I see in the first second or so:
0:00-0:02
A middle-aged African American man sits alone in a house in the opening scene. We guess it’s a house from the way the windows are arranged. He looks out the lower pane of one window, which is one of a pair. A third window is mounted at a right angle to the pair, making a “glass corner” of the room he’s in. Such windows are features of more expensive homes. The man’s hair is close-cropped, and his beard is well trimmed. He looks groomed. We see him from the waist up only, but his position in the window, and the fact that he’s looking out the bottom pane, tells us he’s sitting, perhaps on the edge of a bed. No chair is visible. Outside the windows we can’t see very far. Trees all around the property deeply shade the yard, although we can see bright blue sky through the treetops. It is daytime, but the man’s room is very dark, so dark we can barely see what he’s wearing, except that his shirt is a solid dark color and appears to be buttoned to his neck. It gives him a neat look. He could be dressed for work or leisure but not sport.
He’s mostly motionless for the first two seconds, but his head moves enough so we know it’s video, not a still photo. And he moves his folded hands a bit, which we can see he holds before him. We get a slight indication that he might be praying. But his eyes are open and he does appear to be looking out the window, at what we have no idea. The mood is somber. He’s alone in a dark room contemplating a dark yard on a bright day. We sense isolation and perhaps aloneness. The creators want to establish that he has something on his mind. If they wanted to make him active, or engaged, they would have given him something to do or shown us what he’s looking at, if anything. Maybe he’s just looking inward.
By the end of just 2 seconds, we’re pretty certain this is not a car commercial. It could be the opening scene of a drama. If it does promote a product, the most likely candidate would be a medication. Perhaps counseling.
If you choose to revise, always be answering the question “Why did the maker of this film make these choices? What is the Rhetorical value of these images?”