p.191
When doing single copy you’ll almost always speak directly to the camera. With double or multiple-person copy, sometimes you’ll speak directly to the camera and sometimes you won’t.
If there are two or more characters involved in the commercial you need to determine if the story requires an “in-the-camera” character. If it does, the “in-the-camera” character will be part of the storytelling and should be included, looked at, and spoken to. Usually the “in-the-camera” character will be the person who has the problem. Again, whichever of the other characters you are, pick a real person from your life, a person who has a similar problem to that described in the copy, and put him/her in the camera.
If, however, the ...
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