McDonald's Uses 'Blink' Ads In Washington
June 19, 2007 at 5:45 AM (PT)
It goes by so quickly -- sneeze and you'll miss it -- that it's almost not there at all, writes PAUL FARHI in THE WASHINGTON POST regarding CLEAR CHANNEL's "Blink" ads. Just as one song on the radio fades away and another begins, a ghostly voice intones: "Iced coffee at MCDONALD'S." No elaboration, no product superiority claims, no "tastes great!" braggadocio. Just four words. And gone.
Way back when, radio commercials were 60 seconds long. Eventually, the :60 begat the 30-second ad, which begat the :15. More recently, some spots have shrunk to just five seconds. Now, "Iced coffee at MCDONALD'S" is part of the vanguard of radio commercials that take this trend to its obvious next diminution: the two-second ad.
"At this point, the longer the commercial, the more annoying it is to people," says RVP DAVE PUGH. "If it's going to be longer, it has to be more interesting, more engaging and more meaningful. Longer isn't necessarily better. Let's face it, we're an A.D.D. [attention deficit disorder] society."
Read the full article here.