>"I just don't see how you can communicate
> anything in that little time period."
Really? That's awfully short-sighted, IMHO. It could be quite
effective, depending upon how the ad is formulated and its level of
saturation. It's been done for years in TV & movies. The scene where
Superman is cast into a neon Coca-Cola sign comes to mind. Or even
before that, in Dr. Strangelove, there was the scene discussing the
ethics of breaking into a Coca Cola machine to get change to call the
warroom:
Group Capt. Lionel Mandrake: Colonel... that Coca-Cola machine. I want
you to shoot the lock off it. There may be some change in there.
Colonel "Bat" Guano: That's private property.
Group Capt. Lionel Mandrake: Colonel! Can you possibly imagine what is
going to happen to you, your frame, outlook, way of life, and
everything, when they learn that you have obstructed a telephone call
to the President of the United States? Can you imagine? Shoot it off!
Shoot! With a gun! That's what the bullets are for, you twit!
Colonel "Bat" Guano: Okay. I'm gonna get your money for ya. But if you
don't get the President of the United States on that phone, you know
what's gonna happen to you?
Group Capt. Lionel Mandrake: What?
Colonel "Bat" Guano: You're gonna have to answer to the Coca-Cola
company.
It might not be one second, but it's less than a minute. The same has
been done over the radio airwaves with the same effect, assuming the
proper posturing is put into play ahead of time. In the mid ninties,
WBSB (Baltimore, MD, USA) had gone through a period where they were
posturing to change their format (for about the third time that year,
as I recall). After a week or two of looping the same four songs over
and over again, on the last day, they just looped one sentence: "It's
coming at six". This one loop played for hours upon hours all day,
until they killed it at six to introduce their new format. The new
format sucked, but it was enough to command attention.
Greg
Zeno Izen wrote:
> Modemac wrote:
> > Clear Channel is preparing "one second" radio ads:
> >
> > http://www.adage.com/mediaworks/article?article_id=109796
> >
>
> from the article:
> "Lauren Russo, managing director-local radio at Horizon Media, said, "I
> can't see any advertiser, any agency paying for a spot that's one
> second." If Clear Channel came to her to buy the ads, she wouldn't be
> interested. "If they want to throw it in at no charge, I don't think we
> would say no," she said, but, "I just don't see how you can communicate
> anything in that little time period." "
>
>
> Which shows that Lauren Russo has no imagination. I could think of a
> MILLION things to squeeze into a one-second ad.
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