We’ve championed the text exchange format in the past. As this approach becomes more popular, it’s increasingly important to write a conversation that viewers have to read. Your audience has the POV of an eavesdropper, and gossip is at the top of every eavesdropper’s reading list. The opening line is dramatic enough to grab attention and set up the product/process explainer while the pacing ensures that the audience doesn’t drop off. However, the sender of the first text isn’t the only entity that could use some treatment — the framing on this ad needs some attention. Otherwise, this ad puts on a clinic of its own.