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A Boy and His Voice

Now you see it, Now you don't!

Sunday, June 19, 2005

Exams aren't over yet.. but as I said, I would do one more post on what is probably the fastest TV commercial.. ever.
A little backgroud:
The TV spot is supposed to sell a Breath Freshener that claims to work in one second, hence, the TV spot is.. yup, one second long (or short).. The spot was launched in Belgium, and will air in France, the UK and the Netherlands.
The spot was scheduled to air during every ad break on every TV channel in Belgium throughout the day. You can read the whole article HERE.
My $0.02:
The average reading speed is about 200-250 words per minute. Let's just take the most, 250, so per second, you read.. 4.16 words. (Calculate your reading speed HERE.)
Before I go on, I would just like to say that I think it's really quite a feat to produce and fit everything you need to tell your intended audiences in just one sec. Kudos to Duval Guillaume of Antwerp. I don't think there have a website, but they did a really cool ad for some house insurance thingy. (You can view the ad HERE.)
Right, the one sec ad. In my humble opinion, I think it's really too short.. like.. REALLY too short. In the current world where we are bombarded by ads everywhere, I think a one sec might not be enough to break through the clutter; even though it's going to be aired during every ad break in every channel. In my marketing textbooks, it's called noise; and I think there are just too much noise in our environment today.
Let's not forget about TiVo (even though it's not available in Singapore just yet). These machines record your shows and skips the advertisements (correct me if I am wrong), so.. you get a zero chance of viewing it. Oh, on a side note, I think these machines should be banned. It's going to cost people their jobs, and my chance of getting one.
A one sec TV spot, I think it's really amazing and pretty cool (for a lack of a better word), but it might just not be enough.
What do you think? Brilliant.. or almost?
*** Update ***
Duval Guillaume's website can be found HERE.
posted by fuzk, 2:22 am


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