Word of mouth as a script: the chain of recommendations in Prat's three films
A wife, a coworker and a friend from the court: three films that work on their own and, together, tell of a recommendation passing from hand to hand.
In 30 seconds
- The Prat's winter campaign has three main films: the kitchen, the office and the court.
- Each character discovers Prat's through someone and passes the little bottle along, just like a real recommendation.
- João's backpack and Joana's beach tennis bag connect one film to the next.
- The office film had surpassed 104,000 views on Prat's YouTube channel by October 25, 2026.
The most convincing recommendation I know comes from someone close. A wife who shows the label, a coworker who offers what he brought from home, a friend who says "try this one". In the Prat's winter campaign, I wrote three films that follow this path, and each one ends exactly where the next one begins.
Three films, one chain
In the first film, in the kitchen in the morning, the wife shows João that Prat's is whole juice and hands him two little bottles to take to work. In the second, at the end of the workday, João repeats the line he heard at home and offers a bottle to his coworker Joana, who hadn't had a snack before practice. In the third, on the beach tennis court, Joana introduces her friend to Prat's orange with acerola.
Each film works on its own, with a beginning, a middle and a tagline. Watched in sequence, they also form a bigger story: that of a product passing from hand to hand because someone liked it and wanted to share it.
Props as bridges
To stitch the stories together, I wrote props that travel across the films. The backpack João puts on as he leaves home appears in the background at the office. The sports bag with the beach tennis racket, which Joana picks up at the end of the workday, arrives with her at the court in the third film. They are subtle details that reward attentive viewers and give the campaign unity.
The line that changes owners
Another thread is the campaign line itself. "Tasty, practical and natural" is born in the kitchen, spoken by the wife. At the office, João repeats it almost as if imitating someone at home: "I'll tell you just like my wife does: it's whole juice." On the court, it's Joana who uses the same words. The repetition teaches the line to the audience without anyone having to announce it.
The script beside the film
In these videos, the original script scrolls beside the scene, line by line, with a yellow dot marking the line on screen.
Takeaways for your brand
- Think about who recommends your product in real life and turn that path into a sequence of films.
- Choose a prop that can travel across the stories and note when it appears in each film.
- Let the campaign line move from character to character across the pieces so the audience learns it through repetition.
In the next article, the series steps into the kitchen of the first film and shows how the label became a character. See also the full case study of the Prat's winter campaign.
References
- Suco Prats Oficial (YouTube). Inverno mais Gostoso, Prático e Natural, Jun 29, 2026. Open
- Suco Prats Oficial (YouTube). Suco Prat’s é o combustível natural, rico em Vitamina C, Jul 6, 2026. Open
- Suco Prats Oficial (YouTube). É inverno, e o seu Prat's não pode ficar de fora da sua rotina!, Jul 14, 2026. Open
- Claque Filmes. Official Instagram profile (@claque_filmes). Open
- ARTT Creative Works. Official LinkedIn page. Open
- Mentoniano. Prat's Winter Campaign case study. Open
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If your brand has a true argument and needs scenes in which the audience sees itself, let's talk about the script.
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