A creative solution to the demise of the 30 second TVC

Posted on October 3, 2006 by Darren Woolley

A recent post on Forbes website has a creative approach to addressing the declien in effectiveness of the 30 second spot provided by Ken Krimstein, Creative Director at Seiter & Miller Advertising in New York City.

His options to address the decline of the 30 second spot in the face of TiVo and other PVRs are:

1) Embed the programming in commercials.

2) Beat TiVo at its own game.

3) Now the most radical solution of all. MAKE SOME GOOD COMMERCIALS!

As Ken points out, option 3 is not easy. It takes creativity and risk-taking on the part of both clients and agencies. But then again, neither is coming up with great five-second silent commercials to fulfil option 2.

Author: Darren Woolley

Related Posts Plugin for WordPress, Blogger...

About Darren Woolley

Darren is called a Pitch Doctor, Negotiator, Problem Solver, Founder & Global CEO of TrinityP3 - Strategic Marketing Management Consultants and a founding member of the Marketing FIRST Forum. He is also an Ex-scientist, Ex-Creative Director and a father of three. And in his spare time he sleeps. Darren's Bio Here Email: darren@trinityp3.com
This entry was posted in television & electronic production. Bookmark the permalink.

Leave a Reply

Your email address will not be published. Required fields are marked *

*

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>