A testimonial-led UGC demo for a handheld upholstery deep-cleaner, built on one gross reveal: what comes out of a "clean-looking" sofa. Captioned voiceover carries it, so it works muted; disgust turning into satisfaction is the engine. Hooks (first 3s): "I thought my sofa was clean. Then I extracted this." / Open on the dirty-water tank close-up: "This came out of a 'clean' couch." / "I've been sitting on this for 3 years." Script (28–35s): hook over the reveal shot, the doubt beat over the cleaning pass, a second reveal (car seat or mattress), a review/social-proof line using only the brand's real numbers, and a bundle offer on the end card. Format: 9:16, full captions, homeowner creator in a real lived-in home, not a showroom. The reveal shot is non-negotiable — a clear-tank dirty-water close-up, well lit. No sanitising or disinfecting claims unless the product is registered for them. Iteration: if it wins, same structure,
new surface — the mattress version is the obvious v2; if a creator can't produce a strong reveal, recast before rewriting.
Spec brief — created as a portfolio sample, modelled on proven scaling ads. Not client work.
0 likes · 0 views · Nov 13, 2026