I was watching TV the other day - digital cable.
I had paused the program that I was watching for long enough that I was able to fast forward through most of the commercials.
I haven't really ever taken full advantage of this option. Maybe I like to watch the commercial, or maybe I am just a moron, conditioned to watch commercials. Either way, this was one of the first time I basically fast forwarded through all the commercials.
It got me to thinking, and guess what. I had another advertising idea. Yep, I had an idea.
Someone needs to produce some commercials specifically designed to be fast forwarded.
My initial thoughts on this are that the commercial should basically be either simply the company logo or an intriguing image. Basically, I would take print advertising and put it on TV.
This use of a static image combined with longer ad spots - 1min or longer instead of 20sec or 30sec spots - will get people's attention. They will check to see that they are still hitting fast forward and might even stop fast forwarding, thinking that it isn't working or something weird is going on.
I was also thinking that you could make a similarly visually dynamic commercial with movement. It would be in slow motion unless you were fast forwarding it. Sound is lost with fast forward, so it would need to be very visually dynamic.
The audio for these commercials could be either a mantra like, "Drink Coke," or just some music.
Mantras work. Just ask the people at Head-On. You apply directly to forehead.
The great thing about either of these concepts is that, at first, they will get attention whether viewers are fast forwarding or not, because they will be so different from the slick, fast paced, and cutty commercials that we are used to.
I really hope some of you advertising creatives out there take this idea and run with it. I can't wait forever for you to start your own super cutting edge advertising firm and hire me as a consultant.
Yeah, I'm talking to you.
P.S. Why haven't you subscribed to Ideas By Chuck? Are you trying to hurt my feelings?
