There’s been a lot written recently on the difficulty that clients and creative agencies alike are having adjusting to the new world of digital video advertising,
A world where TV once ruled
A world where the 15s is the 30s
A world where people like you and I actively look to avoid advertising
A world with small screens, smaller attention spans and not especially large production budgets.
In this new reality we were recently briefed on a campaign involving a ‘6 second bumper’.
Now lets be clear, 6 seconds is not a lot of time to try and get someone’s attention, communication some product benefits and hopefully provide a little entertainment along the way.
Its the video equivalent of the ‘poster’ where once you have removed all of the things you could say down to the things you have to say then you have your solution.
Oh and did we mention the ad was for a treatment for fungal nail infection !