Claim and Tagline

What this is about

In German marketing the word claim describes the permanent line under the logo, while international briefs say slogan or tagline for the same thing — worth clarifying once in the kickoff so both sides mean the same line. For production the rules are narrow: the wording is usually trademark-protected and legally cleared, so it must not be paraphrased in a voice-over. On the endcard it needs enough hold time to be read in the head, and every language version needs an approved translation rather than one produced in the edit.

A term only helps when everyone on set means the same thing by it — so what follows is how it is used, not a dictionary definition.

What runs differently here

In planning terms, that means:

• The wording is fixed: a paraphrased claim in a voice-over is a legal question, not a style choice
• Endcard hold time is a design decision — a line nobody can finish reading does no work
• Every language version needs an approved translation, not one written during the edit

With TillyGen

TillyGen carries the endcard and its mandatory lines through the plan, so the last five seconds get designed rather than improvised.

Change one constraint and the consequences travel through the whole plan: affected shots are flagged, the call sheet is regenerated, and nobody keeps working from yesterday's version.