How to Master Spec Ads: Build a Portfolio with AI in 2026

If you want to break into advertising -- as a freelancer, creative director, copywriter, videographer, or agency founder -- spec ads are your golden ticket. They are the portfolio pieces that open doors no resume can. A strong spec ad tells a brand, an agency, or a potential client: "This is what I can do for you. Before you even hired me. Imagine what I could do with your budget."

Spec ads have launched careers for decades. What has changed in 2026 is how they are made. The traditional spec ad required assembling a crew, renting equipment, finding locations, hiring talent, and spending days in post-production -- all to create a single portfolio piece for a brand that did not ask for it and might never see it. The barrier to entry was high enough that most aspiring creatives never made it past the idea stage.

AI has obliterated that barrier. Today, a creative professional with a laptop and an AI video platform can produce spec ads that rival agency-produced work -- in hours, not weeks. The production floor has dropped to nearly zero. What matters now is not access to equipment or budgets. It is creative thinking, brand understanding, and storytelling ability. Those are the skills that spec ads are meant to showcase, and AI finally lets the ideas speak louder than the production constraints.

This guide covers everything you need to build a professional spec ad portfolio using AI: understanding what spec ads are and why they matter, choosing brands strategically, researching brand identity, writing creative briefs, the AI production workflow, building a portfolio website, sharing on social media, creating spec ads for different formats, getting noticed by brands and agencies, and navigating the ethical considerations.

What Are Spec Ads and Why They Matter

A spec ad -- short for "speculative advertisement" -- is an ad created without a commission from the brand it features. You choose a brand, develop a creative concept, produce the ad, and present it as a demonstration of your creative ability. The brand did not ask for it. They did not pay for it. It exists solely to showcase what you can do.

Why Spec Ads Open Doors

For freelancers: Spec ads are the most effective portfolio pieces for winning paying clients. When a brand or marketing director evaluates potential freelancers, they want to see relevant work. A spec ad for a brand in their category (or even their exact brand) immediately demonstrates that you understand their world.

For agency hopefuls: Creative directors hiring at advertising agencies look at portfolios, not resumes. A collection of strong spec ads across different categories shows range, creative thinking, and the ability to adapt to different brand voices. Many of the most successful creatives in advertising history got their first agency job on the strength of spec work.

For agency founders: Starting a creative agency requires proving you can deliver results before you have client case studies. A portfolio of compelling spec ads targeting your ideal client profile demonstrates competence and creative vision to prospective clients who are evaluating your agency.

For career changers: Moving into advertising from another field means starting without relevant work samples. Spec ads let you build a portfolio from scratch that is as compelling as someone with years of industry experience.

The Spec Ad Advantage in 2026

The creative industry is experiencing a shift that makes spec ads more valuable than ever:

• Brands are moving from agency-of-record relationships to project-based freelance work. They need to evaluate creative talent quickly, and portfolios are the primary evaluation tool.
• Social media has created a public stage for spec work. A brilliant spec ad posted on LinkedIn, Twitter/X, or Instagram can go viral and attract inbound client interest.
• AI production tools mean a single creative can produce work that previously required a team, making solo spec ad production not just feasible but practical.
• The volume of brands needing ad creative has exploded. DTC, SaaS, fintech, healthtech -- every category has hundreds of brands that need advertising but lack in-house creative teams.

Choosing Brands to Create Spec Ads For

Brand selection is strategic, not random. The brands you choose for your spec ads shape who sees your work, who hires you, and what kind of work you get hired for.

Strategy 1: Target Your Dream Clients

Create spec ads for brands you actually want to work with. If you want to work in luxury fashion, create spec ads for luxury fashion brands. If you want to serve DTC e-commerce companies, create spec ads for DTC brands in categories like skincare, supplements, or apparel.

Why it works: When you eventually pitch these brands (or brands like them), your portfolio already speaks their language. You are not asking them to imagine how your skills translate -- you are showing them directly.

Strategy 2: Choose Brands with Weak Current Advertising

Find brands with great products but mediocre advertising. This creates a natural contrast: your spec ad is clearly better than what the brand is currently running, which makes the value proposition self-evident.

How to find them: Browse Meta Ad Library and TikTok Ad Library for brands in your target category. Look for brands with significant ad spend but uninspired creative -- static images, generic stock footage, weak copy. These brands need better creative and are likely open to hiring the person who can deliver it.

Strategy 3: Ride Cultural Moments

Create spec ads tied to cultural events, product launches, or trending conversations. A spec ad for Nike during the Olympics or for a tech brand during a major product announcement demonstrates cultural awareness and speed -- two qualities brands desperately need.

Why it works: Timely spec ads generate social media attention because they are relevant right now. A spec Super Bowl ad for a brand that did not actually advertise during the Super Bowl can generate thousands of impressions on social media.

Strategy 4: Mix Aspirational and Accessible

Your portfolio should include a mix of well-known brands (which demonstrate ambition and attract attention) and mid-market brands (which demonstrate practical applicability and are more likely to convert into paying clients). A portfolio with only Nike and Apple spec ads signals aspiration but may not convince a $5M revenue DTC brand that you can serve their specific needs.

Brands to Avoid for Spec Ads

• Brands with highly controlled visual identities that are difficult to replicate convincingly (ultra-luxury fashion houses with specific photographic signatures)
• Brands currently embroiled in controversy (the spec ad becomes about the controversy, not your creative ability)
• Brands you have no interest in actually serving (your portfolio should reflect the work you want to do)

Researching Brand Voice and Visual Identity

The difference between a great spec ad and a mediocre one is brand accuracy. A spec ad that looks beautiful but does not feel like the brand is not useful -- it demonstrates production skill but not strategic thinking. Agencies and brands hire creatives who understand brand, not just creatives who can make pretty videos.

Brand Voice Research

Before writing a single word of ad copy, study the brand's existing communication:

• Website copy: Analyze their homepage, about page, and product descriptions. Note the tone (formal, conversational, aspirational, technical), the vocabulary (do they use jargon or plain language), and the sentence structure (short and punchy or flowing and narrative).
• Social media captions: Read their last 30-50 social media posts. How do they talk to their audience? Do they use humor? Are they authoritative or approachable?
• Existing ads: Review their current and past advertising in Meta Ad Library and TikTok Ad Library. What messaging angles do they use? What emotional registers do they operate in?
• Customer reviews: Read reviews on their site, Amazon, Trustpilot, or Reddit. The language customers use to describe the brand often reflects the brand voice back -- and reveals what resonates.
• Founder interviews: Watch interviews with the founder or CMO on YouTube or podcasts. Founders often articulate brand positioning more authentically than polished marketing copy.

Visual Identity Research

• Color palette: Identify their primary, secondary, and accent colors. Use a color picker tool on their website to get exact hex codes.
• Typography: Note their headline and body fonts. Many brands list their brand fonts in their website CSS.
• Photography style: Is it bright and airy? Dark and moody? Minimalist? Lifestyle-heavy? Product-focused? Note the lighting, composition, and color grading patterns.
• Logo usage: How do they use their logo in ads? Small corner placement? Large center? White on dark? Dark on light?
• Visual motifs: Does the brand have recurring visual elements -- specific patterns, illustration styles, icon sets, or graphic treatments?

Document all of this in a simple brand reference sheet before you start creating. Your spec ad should feel like it could have come from the brand's actual creative team.

Writing a Creative Brief for Spec Ads

Professional agencies start every project with a creative brief. Your spec ads should too. A brief forces clarity and prevents the most common spec ad mistake: making something that looks good but has no strategic foundation.

Spec Ad Creative Brief Template

Brand: [Name]

Objective: What should this ad achieve? (Awareness, consideration, conversion, brand building)

Target audience: Who is this ad for? Be specific: demographics, psychographics, pain points, desires.

Key message: What is the single most important thing the viewer should take away?

Supporting points: 2-3 facts, features, or proof points that support the key message.

Tone: How should the ad feel? (Energetic, calm, humorous, authoritative, rebellious, warm)

Format: What ad format are you creating? (TikTok ad, YouTube pre-roll, Instagram Reel, Meta Feed ad, LinkedIn video ad)

CTA: What should the viewer do after watching?

Mandatory elements: Brand logo, colors, tagline, legal disclaimers.

References: 2-3 existing ads (from any brand) that capture elements of the style, tone, or approach you are going for.

Spend 30 minutes on the brief. It will save hours of directionless production.

The AI Workflow for Spec Ad Production

Here is the step-by-step process for producing a professional spec ad using AI, without a camera, crew, location, or talent.

Step 1: Concept Development

Starting from your creative brief, develop 3-5 concepts for the ad. Each concept should include:

• The hook: What is the opening moment that stops the scroll or prevents the skip?
• The narrative arc: What story does the ad tell in 15-60 seconds?
• The visual approach: What does the viewer see? Live-action style? Animation? Product showcase? Presenter-driven?
• The emotional payoff: How does the viewer feel at the end?

Do not fall in love with your first idea. Generate multiple concepts and evaluate them against the brief. The best spec ads come from the third or fourth idea, not the first.

Step 2: Scriptwriting

Write a complete script with visual descriptions and timing. For a 30-second spec ad at 130 words per minute:

• Visual column: What appears on screen for each segment
• Audio column: Voiceover, music notes, sound effects
• Timing column: Seconds allocated to each segment
• Text overlay column: Any on-screen text or captions

Total script length: approximately 65 words for voiceover, plus text overlays.

Step 3: Visual Generation

This is where AI transforms the spec ad process. Based on your visual descriptions, generate the video content:

For presenter-driven ads: Use Persona AI talking avatars to create a spokesperson who delivers your script directly to camera. Choose from over 100 avatars across diverse demographics. Select a voice that matches the brand tone. The avatar speaks your script with natural lip sync, gestures, and expressions. For spec ads targeting brands in multiple markets, generate localized versions in any of 40+ languages.

For product-focused ads: If you have access to product photos (from the brand's website or press kit), use image-to-video conversion to animate product imagery with motion, camera movement, and cinematic effects. This creates professional product showcase content from static images.

For concept-driven ads: Use text-to-video generation to create scenes from descriptive prompts. Describe the scene, the mood, the action, and the visual style. AdCreate's multi-model generation -- Veo 3.1, Sora 2, Wan 2.5, Kling 2.6, and Runway Gen-4 -- gives you access to different visual aesthetics and capabilities. Generate the same scene with multiple models and choose the output that best matches the brand's visual identity.

For mixed-format ads: Combine AI avatar footage, product video, and generated scenes for ads that include both a presenter and product demonstrations. This is the most versatile approach and produces spec ads that feel closest to professionally produced commercial work.

Step 4: Editing and Assembly

Assemble your generated clips into the final ad:

• Arrange clips according to your script timing
• Add transitions that match the brand's visual style (clean cuts for minimalist brands, dynamic transitions for energetic brands)
• Apply color grading to match the brand's photography style
• Add text overlays: headline copy, product info, pricing, CTA
• Insert the brand's logo (sourced from their press kit or website) in appropriate positions
• Add music that matches the ad's emotional tone
• Include captions for sound-off viewing

Use AdCreate's AI Toolbox with 16+ tools for text overlays, color adjustments, and final polish. Export in the correct specifications for your target platform.

Step 5: Platform-Specific Formatting

A strong spec ad portfolio shows awareness of platform requirements. Export your spec ad in multiple formats:

• 9:16 for TikTok, Instagram Reels, YouTube Shorts
• 1:1 for Instagram Feed, Facebook Feed, LinkedIn
• 16:9 for YouTube pre-roll, website, presentations
• 4:5 for Meta Feed optimization

Showing the same concept adapted for multiple platforms demonstrates professional-level media planning knowledge -- a signal that brands and agencies value highly.

Spec Ads for Different Ad Formats

A diverse spec ad portfolio includes multiple ad formats. Each format demonstrates a different skill set.

Social Media Feed Ads (15-30 seconds)

The most common ad format and the best starting point for your portfolio. Feed ads require strong hooks, fast pacing, and clear CTAs. Demonstrate that you can capture attention in a scroll environment.

Story/Reels Ads (10-15 seconds)

Vertical, full-screen, ephemeral. Story and Reel ads require ruthless brevity. Your spec ad should show that you can communicate a complete message in 10-15 seconds.

YouTube Pre-Roll (15-30 seconds)

YouTube pre-roll ads require a different creative approach than social feed ads. The viewer is waiting to watch something else -- your ad must justify the interruption. Strong spec YouTube ads demonstrate awareness of the five-second skip window.

Long-Form Video Ads (60-90 seconds)

Longer-format ads showcase storytelling ability. These are ideal for demonstrating narrative skill -- character development, emotional arc, problem-solution structure. Use this format for brands where the purchase decision requires education or emotional buy-in.

Bumper Ads (6 seconds)

Six-second bumper ads are the ultimate test of creative compression. Can you communicate a brand's value proposition in six seconds? A portfolio that includes effective bumper ads demonstrates disciplined, strategic thinking.

UGC-Style Ads

User-generated content style ads are the dominant format on TikTok and increasingly on Meta. Creating spec UGC ads demonstrates awareness of the current creative landscape and the ability to produce content that feels authentic rather than produced. Use AdCreate's AI ad generator to produce UGC-style spec ads with talking avatar presenters that feel native to social feeds.

Building a Spec Ad Portfolio Website

Your spec ads need a professional home. A portfolio website organizes your work, provides context, and makes you easy to hire.

Essential Portfolio Website Elements

Homepage: A clean, visually-led homepage featuring your 3-5 strongest spec ads with video thumbnails. First impressions matter -- lead with your best work.

Project pages: Each spec ad gets its own page with:

• The finished ad (embedded video)
• The creative brief
• The concept behind the ad (2-3 sentences explaining your strategic thinking)
• Format variations (showing the ad adapted for multiple platforms)
• Brand research notes (demonstrating your process)

About page: Brief professional bio, your creative philosophy, the tools and skills you bring. Mention your AI production capabilities -- this is a differentiator in 2026, not a liability.

Contact page: Make it effortless to reach you. Email, LinkedIn, and a simple contact form. No friction.

Portfolio Organization Strategies

By industry: Group spec ads by category (DTC, SaaS, food, fitness, fashion, fintech). This lets prospective clients quickly find work relevant to their sector.

By format: Group spec ads by ad format (social feed, YouTube, Stories, long-form). This showcases your format versatility.

By skill: Group spec ads by the creative skill they demonstrate (copywriting, visual storytelling, humor, emotional narrative, data-driven creative). This is most useful for agency applications where you want to highlight specific capabilities.

Portfolio Quality Over Quantity

A portfolio of 6-10 excellent spec ads outperforms a portfolio of 30 mediocre ones. Every piece in your portfolio should represent your best thinking and execution. If a spec ad does not meet your quality standard, do not include it. With AI production, you can iterate and refine until every piece is portfolio-worthy.

Sharing Spec Ads on Social Media

Social media is the distribution engine for spec ads. A spec ad shared on the right platform can reach thousands of potential clients and collaborators.

LinkedIn

LinkedIn is the highest-value platform for spec ad distribution. Marketing directors, brand managers, creative directors, and agency founders are all active on LinkedIn and responsive to creative content.

Posting strategy:

• Share the spec ad video natively (not as a link)
• Write a post explaining the creative thinking behind the ad: what you noticed about the brand, what opportunity you saw, what strategic choice you made
• Tag the brand (respectfully) and relevant industry hashtags
• Post during business hours (Tuesday-Thursday, 8-10 AM)

What to expect: A well-crafted spec ad post on LinkedIn can generate 5,000-50,000 impressions, hundreds of engagement actions, and direct messages from potential clients. Some spec ads have been reposted by the brands themselves, leading to freelance contracts and agency hires.

Twitter/X

Twitter/X is effective for spec ads targeting the creative community, tech industry, and DTC brands.

Posting strategy:

• Lead with a provocative or intriguing statement about the brand or the creative approach
• Embed the spec ad video
• Keep the text concise (1-3 sentences)
• Use the brand's name and relevant hashtags

Instagram

Instagram works for visually stunning spec ads and for reaching creative professionals and brand marketers.

Posting strategy:

• Post the spec ad as a Reel for maximum reach
• Use the caption to tell the story behind the creative
• Include a carousel with the creative brief, brand research, and format variations

TikTok

TikTok is ideal for UGC-style spec ads that demonstrate social-native creative ability.

Posting strategy:

• Post the spec ad as if it were the actual ad (no meta-commentary)
• Use a separate post or stitch to explain the creative strategy
• TikTok's algorithm can surface spec ads to large audiences regardless of follower count

Getting Noticed by Brands and Agencies

Creating spec ads is step one. Getting them in front of the right people is step two.

Direct Outreach

Send your spec ad directly to the brand's marketing team or agency:

• Find the right person: Look for the brand's Head of Marketing, Creative Director, or CMO on LinkedIn. For agencies, find the Creative Director or Head of Strategy.
• Craft the email: Keep it short. "I created this spec ad for [Brand] because I noticed [specific observation about their current advertising]. Here is the ad. I would love to discuss how I can help [Brand] with [specific outcome]." Attach or link to the spec ad.
• Follow up once: If you do not hear back in a week, send one follow-up. Then move on.

Cold Portfolio Submissions to Agencies

Many advertising agencies accept portfolio submissions even when they are not actively hiring. Research agencies whose work you admire, check their careers page for portfolio submission processes, and submit your spec ad collection.

Awards and Competitions

Spec ads are eligible for many advertising awards and competitions. Winning or shortlisting provides credibility and exposure:

• Young Ones (The One Club) -- specifically designed for emerging creatives
• D&AD New Blood -- portfolio-based awards for new creatives
• Communication Arts -- accepts spec work in their advertising annual
• Regional ADDY awards -- often accept spec work in student/emerging categories

Building Relationships Through Spec Work

The best outcome of a spec ad is not that the brand hires you for that exact ad. It is that the brand now knows your name, has seen your capabilities, and thinks of you when they have a real project. Spec ads are relationship starters, not transactions.

Ethical Guidelines for Spec Ads

Spec ads occupy a unique ethical space. You are using a brand's identity without their permission to promote your own career. Navigating this responsibly is important.

Always Disclose

Clearly label spec ads as spec work. On your portfolio site, in social media posts, and in any submission, include a note: "Spec ad -- not commissioned by [Brand]." This protects you legally and builds trust with potential clients who respect transparency.

Never Claim Brand Endorsement

Do not imply that the brand approved, commissioned, or endorses your spec ad. Do not use language that suggests an existing client relationship. Present it honestly: "I created this spec ad to demonstrate my creative approach to [Brand's] advertising."

Respect Brand Guidelines

Your spec ad should be something the brand would plausibly run. Do not create content that damages the brand's reputation, misrepresents their products, makes false claims, or contradicts their values. A spec ad that embarrasses the brand is not impressive -- it is unprofessional.

Use Publicly Available Assets

Use brand assets (logos, product images, colors) that are publicly available -- from the brand's website, press kit, or social media. Do not use proprietary assets obtained through private channels.

Be Prepared to Remove

If a brand asks you to take down a spec ad, do so immediately and without argument. Their brand, their right. Most brands appreciate good spec work, but some have policies against it, and respecting that is non-negotiable.

Advanced Spec Ad Strategies

The Campaign Approach

Instead of creating individual one-off spec ads, develop a complete campaign concept for a brand: a unified creative platform with executions across multiple formats and platforms. A campaign demonstrates strategic thinking that goes beyond single-execution creative ability.

A campaign-level spec might include:

• A hero 30-second video ad
• Three 15-second social variations
• A 6-second bumper ad
• A set of static display ads
• A campaign tagline and visual system

This level of spec work is what gets you hired at top agencies. Use AdCreate's Ad Wizard templates to produce multi-format campaign executions efficiently.

The Trend-Reactive Spec

Create spec ads in response to real-time cultural moments, product launches, or industry events. A spec ad created and published within 24 hours of a cultural moment demonstrates creative speed and cultural awareness -- two qualities that are increasingly valued in advertising.

Use AdCreate's Trend Scout to monitor trending formats and topics across platforms. When a moment emerges that aligns with a brand in your portfolio, use the AI video ad generator to produce and publish a spec ad within hours.

The Side-by-Side Comparison

Create a post or portfolio piece that shows the brand's current advertising alongside your spec ad. The visual comparison is compelling: "Here is what [Brand] is running. Here is what I would run." This approach is bold but effective -- it demonstrates strategic thinking by identifying what is not working and showing a better alternative.

The Data-Informed Spec

Research the brand's current advertising performance using publicly available data (estimated spend from ad libraries, engagement metrics from social posts, website traffic from SimilarWeb). Build your creative brief around data-informed insights: "[Brand] is spending $X/month on ads with [format]. Based on [insight], I believe [alternative approach] would outperform. Here is the ad I would run."

This approach positions you not just as a creative but as a strategic thinker who understands advertising as a business function.

From Spec Ads to Paying Clients: The Conversion Path

Spec ads are a means to an end. Here is how the portfolio converts to revenue.

The Inbound Path

1. You create and publish spec ads consistently (1-2 per month)
2. Social media distribution builds awareness of your creative work
3. Prospective clients discover your work organically
4. They visit your portfolio website
5. They contact you for a paid project

Timeline: 3-6 months of consistent spec ad publication typically generates inbound client inquiries.

The Outbound Path

1. You create spec ads for brands in your target client profile
2. You send the spec ad directly to the brand's marketing team
3. The spec ad serves as both your pitch and your portfolio in one asset
4. The brand evaluates your creative against their current work
5. If the quality gap is clear, they engage you for a paid project

Conversion rate: Expect 3-5% of outbound spec ad pitches to generate a conversation, and 1-2% to convert to paid work.

The Referral Path

1. You create spec ads that get shared on social media
2. Industry contacts see your work and remember your name
3. When someone in their network needs creative help, they recommend you
4. You receive referral-based introductions to paying clients

This is the highest-quality client acquisition channel. Clients who come through referrals based on spec work are pre-sold on your creative ability.

Frequently Asked Questions

Do brands actually look at spec ads?

Yes. Marketing directors and creative directors regularly evaluate spec ads, especially when posted on LinkedIn or sent directly. Many brands have hired freelancers and agencies based entirely on unsolicited spec work. The key is quality: a mediocre spec ad gets ignored, but a spec ad that is clearly better than the brand's current advertising gets attention. Brands are always looking for creative talent that understands their market.

Is it legal to create spec ads using a brand's name and logo?

Spec ads occupy a gray area but are generally considered fair use for portfolio and educational purposes, as long as you clearly label them as spec work, do not imply brand endorsement, and do not use them to sell competing products. If a brand asks you to remove a spec ad, comply immediately. The vast majority of brands do not object to spec work -- many actively appreciate it as a sign of industry interest.

How many spec ads do I need in my portfolio?

Six to ten high-quality spec ads across 3-4 different industries and multiple formats is a strong starting portfolio. Quality matters exponentially more than quantity. A portfolio with six exceptional spec ads will outperform a portfolio with twenty average ones. As you gain paying clients, replace spec ads with real client work, maintaining a portfolio of 10-15 total pieces.

Can I use AI-generated spec ads in a professional portfolio?

Absolutely. In 2026, AI is a production tool, not a creative crutch. The creative thinking -- the concept, the strategy, the brand insight, the storytelling -- is yours. AI handles the production. This is no different from a photographer using Photoshop or a designer using Figma. Disclose that you used AI tools in your production process if asked, and focus the conversation on the strategic thinking behind the work, not the tools used to execute it.

What makes a spec ad stand out to a creative director?

Creative directors evaluate spec ads on three criteria: strategic thinking (does the ad solve a real business problem for the brand?), creative execution (is the concept original, surprising, or emotionally compelling?), and brand accuracy (does the ad feel like it could have actually come from this brand?). The most common reason spec ads fail to impress is that they are visually polished but strategically empty -- they look good but do not demonstrate understanding of the brand or its audience. Start with strategy, then produce.

How long does it take to create a spec ad with AI?

From concept to finished ad, a single spec ad takes 2-4 hours with AI production tools. That breaks down to approximately 30 minutes for brand research, 30 minutes for the creative brief, 30 minutes for scriptwriting, 30-60 minutes for AI video generation using AdCreate, and 30-60 minutes for editing and final polish. Compare that to the 2-4 weeks required for traditional production. The speed advantage means you can build a complete portfolio of 6-10 spec ads in a single month.

Should I create spec ads for competitors of my current clients?

No. If you are currently working with a brand, creating spec ads for their direct competitors creates a conflict of interest and can damage the client relationship. Create spec ads for brands in different categories or for brands that are not direct competitors of your existing clients.

---

The best portfolio is the one that gets you hired. Do not wait for someone to give you permission to create great advertising. Choose a brand, write a brief, and build the ad. With AI production tools, the only constraint is your creative ambition. Start building your spec ad portfolio with AdCreate -- multi-model video generation (Veo 3.1, Sora 2, Wan 2.5, Kling 2.6, Runway Gen-4), 100+ Persona AI avatars in 40+ languages, 50+ Ad Wizard templates, and every format from six-second bumpers to ninety-second brand stories.