One of the biggest problems facing advertisers today, is the growing amount of people, who know fast forward through the advert breaks in order to catch their favourite TV shows. Prime TV spots are strongly being affected. So the question is, how do you get around that? The ads are being seen, but they’re not making an impact and you can’t stop people skipping through the ads. So how do you give it an impact? Volkswagen think they’ve cracked it.
VW’s ad agency DDB in Brussels overcame the issue with a very lateral approach: the ads are being fast forwarded through, so lets slow the ad down. In turn, making the ad seen at normal speed.
The ad is so simple, it’s brilliant! A great example that actually some of the best ideas really are the simplest.
As the voiceover explains, “the static TV commercial” (with just a few bird tweets and the slowly opening convertible roof distinguishing it from a print ad) allows that “even with delayed viewing where commercial breaks are likely to be fast forwarded, the Beetle convertible will still be in full view for at least a few seconds”.
“The new format of advertising” – DDB
The ad will run during Belgium’s most popular – and frequently recorded – TV shows, such as Homeland and Bones.
Whether the ‘new format’ as DDB put it, will catch on is debatable. Similar approaches without the explanatory voice-over declaring the idea behind the ad, and its innovativeness, might be slow to take off – just imagine a slew of supermarkets, betting services, alcoholic beverages and FMCG products rolling through static frames of uneventfulness. But DDB claims that the ad will have 50% more impact than an ordinary commercial through its reach of the delayed viewing public. And more such ads would certainly make for a more zen viewing experience.
It’ll be interesting to hear whether the ad has the affect DDB (and VW) are hoping for. What are your thoughts? Do you think it’ll have the desired impact?
Volkswagen Beetle advert targets ‘fast-forwarders’ source: CreativeReview