Rooted oat & date bars, box of 12
What we shoot: Read-the-label demo — the wrapper held to camera and the six ingredients read out one at a time
Dry, matter-of-fact, a little funny — talking to one person, not performing to an audience. The ingredient list is the joke, so the delivery stays flat and lets it land. Daylight, real rooms, no set dressing. Brand palette for on-screen elements: deep green #3b5d3a, oat cream #f3e9d2, burnt orange #c8742d; Fraunces for headlines, Inter for small text.
1 vertical video, creator-shot, spoken to camera
9:16, 25–40 s, burned-in captions, platform-native or commercially cleared audio, real product in hand and eaten on camera, #ad on screen within the first 3 s
3 stills of the product in the real setting (desk, bag, counter)
Vertical or 4:5, unretouched, wrapper text legible in at least one frame
Reference copy of the raw takes — compliance review only
Camera files including one clean take of the ingredient read. The brand does NOT buy or license this footage: it is checked for label accuracy and disclosure, never cut or published. Ownership stays with the creator.
Where to upload
Creator publishes to their own channels; files sent to the brand contact's shared folder [confirm with brand — no destination on file]
Questions — write to the manager
Scene 1
0:00–0:04«Six ingredients. That's the entire list. I'll read it out and you can decide for yourself.»
- #ad on screen or spoken inside the first 3 seconds, and the real bar in hand from frame one — no stand-in, no stock§5 · c1
- Lead with the ingredient count — the list is the pitch§3 · h1
- No «healthy», «clean», «guilt-free» or «protein bar» framing in the opening§5 · b7
Scene 2
0:04–0:14«Oats. Dates. Almonds. Cocoa. Sea salt. Coconut oil. That's it — that's where the list stops.»
- All six ingredients read exactly as printed, in order — nothing added, nothing skipped§5 · b1
- One ingredient per beat; the slow pace is the credibility§5 · g1
- Nothing covers the printed panel and the pack colours are not graded away§5 · g3
Scene 3
0:14–0:22«It says no added sugar — that's the label talking, not me. The sweet part is the dates. It also says it contains almonds and it's made on shared equipment with wheat, so that's on there too.»
- «No added sugar» said only as the label prints it§5 · b2
- The allergen line is shown on screen and said out loud, not skipped§5 · b3
- Never «sugar-free», «organic» or «gluten-free» — the label carries no such certification and the wheat line is shared§5 · c7
Scene 4
0:22–0:32«This one's been in my bag since Monday. It's flat. It's completely fine — which is genuinely why I keep a box of these at the desk.»
- The bar is actually unwrapped, bitten and chewed on camera, as the label intends§5 · c9
- The squashed wrapped bar is shown as the selling point, not hidden as a defect§5 · b6
- No meal-replacement or workout-fuel framing§5 · g2
Scene 5
0:32–0:38«If you want to try them, ROOTED10 is my code. Honestly though — go read the label on whatever's in your bag first. That's the actual point.»
- The code ROOTED10 is spoken and on screen through the last frame§4 · tp1
- No guaranteed outcome for the viewer — no «you will», «100%», «works for everyone»§5 · c4
Hooks
pick one for the first 3 seconds- h1 · curiosity
Six ingredients. That's the entire list. I'll read it out and you can decide for yourself.
- h2 · problem
I tried to read the back of my usual bar out loud and quit at twenty-three ingredients.
- h3 · question
Can you name everything in the bar sitting in your bag right now? I can name all six of mine.
- h4 · contrast
Six ingredients on this one. Twenty-six on the one I ate yesterday. Same shelf, same price.
- h5 · problem
This has been at the bottom of my bag since Monday. It's completely flat. I'm eating it anyway.
- h6 · social_proof
Two people at my office now keep a box in a drawer, and it started because I read the wrapper out loud.
- h7 · curiosity
The whole ad is me turning this packet over. That's it. That's the pitch.
Red lines
never, anywhere in the video or caption- Name a competitor brand or compare against one by name §5 · c3
- Guarantee a result («you will», «100%», «works for everyone») §5 · c4
- Copyrighted music or audio the platform has not licensed for commercial use §5 · c5
- Health claims not printed on the label — «boosts immunity», «detox», «burns fat» §5 · c6
- «Sugar-free», «organic», «gluten-free» or similar unless the label carries the certification §5 · c7
- Do not call it healthy, clean, guilt-free, a superfood, a detox or a protein bar. §5 · b7
- Do not mention weight, diet or «burning» anything. §5 · b8
- Do not imply the bar replaces a meal or is needed for a workout. §5 · g2
- Do not obscure the printed panel: no stickers, no text overlay across the ingredient list, no colour grade that shifts the pack colours. §5 · g3
Checklist
what the review checks- The six ingredients are read aloud exactly as printed — in order, nothing added, nothing skipped — and the printed list is legible on screen while it is being read.
- «#ad» appears on screen or is spoken within the first 3 seconds, and the real product is in hand from the opening frame — no stand-in, no stock footage.
- The bar is unwrapped, bitten and chewed on camera, and the squashed wrapped bar is shown without being apologised for or framed as a defect.
- Audio is platform-native or cleared for commercial use, so the cut can run as paid media in the US for the full 6-month term without a takedown.