This was a tricky one. For starters, we needed a narrator that conveyed warmth, knowledge, insight, friendly but dangerous warnings about potential problems, an authoritative tone that didn’t sound overbearing, and an overall upbeat demeanor. The Creative Director and I were glued to our headphones for two days.

The target was small business owners, convincing them it was worth joining the program (which they’d have to pay for). But the video could just as easily be viewed by consumers as they filed a claim on the Norton Shopping Guarantee site.

So the video had to present the benefits of the program, without making it sound like business owners who signed up had an unfair advantage over customers. Does it succeed? Take a fast look—and you decide!