DVRs and delayed viewing have caused a conundrum for the advertising industry – with up to 80% of people who record shows fast forwarding through commercials, how do you get their attention? DDB Brussels has developed, what they call, a new form of advertising: the slowmercial, where the movement is relatively static, so that even when fast-forwarded the watcher will still see the advertisement as if it were a print ad.
The ad for the new Volkswagen Beetle convertible is a static image of the car, with just the top slowly opening while a voice-over explains:
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.
Viewers of live television will see this ad and explanation, but those who watch it later and fast-forward will still see the top roll down, but at a faster pace, thus taking in the message just the same. The ad will run during Belgium’s most popular and frequently recorded shows such as Homeland and Bones.
The commercial claims that 50% more people will take in the advertising with a slowmercial, and if it is the case, it could be the way to proceed for advertisers in the world of fast-forwarding.
Check out VW’s slowmercial below (wait til 55 seconds to see the fast forwarded version):