The best scripts have few words. There’s nothing worse than listening to an actor trip over their lines as they struggle to complete the ad on time. The goal is to write sparely.
A great example is the 30 second spot from Weightwatchers. With a light script, the voice talent takes her time and uses pauses to great effect. Silence has an astounding ability to draw our attention in very much the same that white space is impactful in print.
Speaking in a slow and steady pace, the actress develops a friendly tone and creates a sense of realism that losing weight is possible and rewarding.