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Because media is free but attention is not (this is flipped from TV world) you need to make a different sort of ad for a different sort of audience.
1. Assume that the viewer has the attention span of an espresso-crazed fruitfly. That means slapstick, quick cuts and velocity.
2. Find a word or phrase that you can own in Google, that fits in an email, and that comes up in discussion at the cafeteria table or in the playground.
Castrol gets both rules right in this inane commercial.
3. Length doesn’t matter. 10 seconds is fine and so is five minutes. Media is free, remember?
4. Challenge the status quo, be provocative, touch a social nerve or create some other sort of interesting conversation. In other words, a commercial worth watching.
Click the link beneath the excerpt for the full article.
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