This wrinkled old peasant was cast as the heroine in French commercials for washing machines. She came to be recognized by three out of four people in France, and sales of the product jumped from fourth place to second. But I must warn you that very, very few writers can write funny commercials which are funny. Unless you are one of the few, don’t try. 2 Slice of life. In these commercials one actor argues with another about the merits of a product, in a setting which roughly approximates real life. In the end, the doubter is converted – your toothpaste really does give children healthier teeth. These playlets have been successful in case after case. Copywriters detest them because most of them are so corny – and because they have been in such wide use for such a long time. But some agencies have succeeded in producing slices which are not only effective at the cash register, but realistic and charming. 3 Testimonials. The most effective testimonial commercials are those which show loyal users of your product testifying to its virtues – when they don’t know they are being filmed. The interviewer pretends to find fault with the product and the loyal user rises to its defense with far more conviction than if you simply asked him what he thought of it. Here is an example: The scene is the forecourt of a Shell station. We see an actor disguised as the man on the pump.