This question has been on my mind since Sunday night: why hasn't anyone executed the 1-second ad during the Super Bowl or even on the web before? And what is all the hoopla about?
Did Saatchi & Saatchi really pioneer this idea? Hardly. Call me a buzz kill, but check the list of attempted:
http://www.nme.com/news/eels/33707
A band called the Eels tried to do this last year but were turned down because they couldn't afford the entire 30 seconds. Also, they would not run 30 different commercials that were a second long because they feared it could cause seizures.
http://www.the1secondfilm.com/
Bringing the world together 1 second at a time also tried this. The film is one second of animation followed by one hour of credits that will include a documentary. It's a non-profit collaborative film project and anyone can join for free. If you donate $1 or more you get a Producer credit.
Let's go back to the MillerCoors ad. The 1-second execution has made headlines both in the newspapers and on the web, however, are we making a big fuss over something so simple? Don't get me wrong, I loved the spot and the concept - just seems to be a green idea (or recycled).
Maybe S&S figured out a way of producing the idea better than anyone else....or maybe they had a friend at NBC. The blogs posts have been positive except for the predictable few. Can't wait until next year to see who will steal the show.
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