OMMA Keynote: How Online Can Save the 30 Second Spot
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Written By Reprise Media | September 28, 2005 | Share This
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For over half a century consumers have been held hostage by commercial messaging on radio, print and TV.
The past 5 or so years has seen consumers taking that control back. Technologies such as TiVo allow them to decide what they want to watch and when. They can participate in advertising or reject it altogether.
Paul Tilley, […]
For over half a century consumers have been held hostage by commercial messaging on radio, print and TV.
The past 5 or so years has seen consumers taking that control back. Technologies such as TiVo allow them to decide what they want to watch and when. They can participate in advertising or reject it altogether.
Paul Tilley, SVP and Group Creative Director of DDB Chicago shared with the audience several examples of work his agency has done that exemplifies this next step in the evolution of advertising:
First up was the Lincoln Fry campaign. Go ahead and laugh, but this McDonald’s marketing ploy resulted in one of the most downloaded videos in Yahoo history. DDB leveraged a number of techniques including a fake blog, a Super Bowl spot and an eBay auction to build buzz for this enormously successful campaign. The lesson: be viral, be creative, tie online and offline together.
Tilley also talked about some work the London Brandch of BBD did for McDonald’s, the Monopoly Live campaign. The agency used a modernized version of the traditional game complete with GPS-equipped taxis to turn the streets of London into a virtual playing board. What stood out about this was the vital role blogs and online media outlets such as Slashdot played in driving publicity, suggesting that the press release is a thing of the past.
What’s the overall take-away? Is the 30 second commercial spot worthy of saving? Tilley says that moving forward the question won’t even be worth asking because the 30 second spot as we know it today may no longer exist. In its place will be advertising whose job it is not to interrupt, but to engage and inform.
Now if you’ll excuse me, I’m off to the Golden Arches. Forty-five minutes of fast food talk gets a girl hungry…
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