Filed under: Advertising & Branding | Tags: Media Arts, Subversive, Technology, TV
OK, seriously. I totally had the idea of a DVR-thwarting (nay, DVR-leveraging) commercial that would be created specifically to be played sans-sound and at warp-speed. (As in, when fast forwarded it would actually play at normal speed.) This isn’t exactly the same thing, but it’s pretty close, and I’m actually really excited that it exists.
Virtual phone company Grasshopper created a TV spot that fights ad-skipping by capitalizing on the way audiences behave in the medium. Noting that 70% of viewers fast-forward through ads using their DVR, that those who do ad-skip tend to watch the center of the screen, and that the human brain can process ad images up to 20 times faster than normal, Grasshopper created a spot in which its mascot never moves and stays center-screen, and which uses simple block-printed product highlights so that even fast-forwarders will see a constant visual and get the key points.
As far as ads go, it’s not the most clever, but it’s innovative in its understanding of (and to some degree, subversion of) the medium and audiences’ behavior within it. I’m looking forward to seeing more inventive, artful, and boundary-pushing iterations of the DVR-proof TV spot as real creative visionaries sink their teeth into the concept.
View the commercial here:
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