April 27th, 2009
In this cash-strapped age it’s vital to make the most of precious airtime – and that’s why the marketing strategy of the Energy Saving Trust is so clever. By allowing their current 60-second TV ad to repeatedly grind to a halt the Trust have made it seem to go on forever, making the most of their media spend. We were at an informal gathering with friends when it came on TV, but the sensational, jerking narrative made our conversation falter to a stop and, after watching the rest of the ad in silence, none of us could quite look each other in the eye. That’s powerful!
These days, we see a lot of scripts that crackle with witty dialogue and flow. But as the Energy Saving Trust teaches us, the creative community could save these valuable resources for the future, and instead focus on extending perceived length.