Format
Street Interview
An interviewer asks people a question on camera and builds the ad around their answers.
How the format works
1. The Hook (0–3s): Open immediately on the most surprising, emotional, or humorous reaction before introducing the context.
2. The Question (3–6s): The interviewer approaches with a handheld microphone and asks a single concise, provocative, or relatable question.
3. The Real Reactions (6–20s): Rapid cuts between 3 to 5 strangers sharing candid perspectives or testing the product in real time.
4. The Authentic Payoff (20–26s): Reveal the core insight or product discovery through an uncoached respondent breakthrough.
5. The Call to Action (26–30s): A natural, low-pressure wrap-up inviting the audience to see more or check the website.
Specifications
| Format Type | Social Video (Vertical 9:16) |
| Primary Platforms | TikTok, Instagram Reels, YouTube Shorts |
| Production Gear | Smartphone or mirrorless camera + wireless handheld microphone |
| Talent Required | 1 Charismatic interviewer + spontaneous public participants |
| Typical Runtime | 30–45 seconds |
Opening hooks
“Excuse me, what is the single biggest waste of money you see people buy every day?”
“Which set did you plan your entire festival day around?”
“Can you guess how much this costs just by holding it?”
Illustrative example ads
Festival Lineup Poll (Illustrative Idea)
At the festival entrance, an interviewer asks attendees: "Which set did you plan your day around?" Cut rapidly between consenting attendees naming their top artists, and finish on the official running order and stage times.
Scenario / Brand: Live Music FestivalPrice Guess & Quality Reveal
An interviewer hands pedestrians a premium leather backpack on a busy street, asking them to guess the retail price. After participants estimate £250–£350, the host reveals the direct-to-consumer price of £75, prompting genuine surprise.
Scenario / Brand: Direct-to-Consumer Apparel BrandFirst-frame patterns & pacing
- Hook window: 0–3s on unexpected respondent expression or strong statement
- Handheld microphone visible immediately to signal unscripted authenticity
- Pacing: Fast cuts every 2–3s during reaction phase
Script Street Interview for your product
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