Homeowner wants to make some home improvements as a first-time do-it-yourselfer and needs the right ladder. She selects the multi-use ladder and completes her projects safely and professionally.
Camera focuses on women exiting her home. and her displeasure with run-down appearance of home. Narrator encourages women to make do-it-herself improvements (retired, single, and ready to become a do-it-your-selfer to make her own improvements). Camera pans home to highlight peeling paint, hole in roof, and missing porch step.
Camera captures women struggling to place conventional ladder next to home. She loses control of the ladder two times and finally succeeds on the third attempt. Intent is to capture women's difficulty with the weight and design of a conventional ladder. Narrator provides commentary on her follies concluding she may need a better ladder to successfully complete her painting and roof repair.
Camera captures 3 scenes of women struggling to move ladder to new positions. She tries lifting from the side and the front. She struggles under the weight and bulkiness of the conventional ladder. Narrator reasserts that there must be a better way and notes the risks and hazards of conventional ladders.
Women falls of ladder due to improper positioning. Dog shows his concern with his owner on the ground after the fall. Camera moves to change from front view of house to the feet of women and pans up to capture her brushing off the fall and shaking her head in humility and disappointment. Narrator readies for next frame by citing statistics on number of falls per year caused by hazardous conventional ladders and introduces the light-weight and safe multi-use ladder system.
Women is shown next to new multi-ladder and becomes excited. Narrator details the many do-it-yourself things that can be done by multi-ladder owners. Inserted images show many homes in various stages of repair with all high;lighting a multi-ladder as the main tool - many happy do-it-your-selfers are portrayed.
Camera focuses on multi-ladder, pans out to capture women relaxing on porch admiring and enjoying her rehabbed home. Narrator reinforces safety and ease of use while camera shifts between women on porch and other images of beautiful completed projects. Customer testimonials are inserted to reinforce safety and ease of using a multi-ladder as well as the synergy created to for customers to gain confidence and pursue new and more complicated d-i-y projects.