The other day, a non ad person (I presume) and upstanding human being had a brilliant idea and tweeted it.
If advertisers were smart, they’d make a silent, slow-motion commercial that runs at normal speed when you fast forward through it on a DVR.
— Exploding Unicorn (@XplodingUnicorn) March 20, 2013
Twitter rejoiced! People laughed! High-fives were retweeted. And I had to be a killjoy and show them this from the mid-nineties because I look great wearing all black, a cigarette in mouth and blasé expression on my face while sneering: "It's been done" with a pretend french accent before I dissolve in a pile of giggles.
It has been done though, seriously. Welcome to the ad that made me stand up and kiss my SHOTS reel back in 96.
MarkenFilm - Fast Forward Ad - 1996 - Germany
And just recently, DDB in Belgium did a similar idea for VW. So there you have it. The execution already exists. A badlander it is, though only tangentially. It's just the fast-forwarding insight that is the same.
Now..... if we can figure out a way of doing TWO ads in the airtime of one, so it's one ad during fast forward and one ad when on regular speed, we could do some brilliant concepts. And sell the same air-time twice. I did just hear both the ad agency creative department and the channel media sales department yelp of joy at the same time? Oh my god.. what have I done?