How Vine Clips Are Changing Traditional TV Commercials

How Vine Clips Are Changing Traditional TV Commercials

Trident and Dunkin’ Donuts are paving the way for large brands to share their tiny stories on the big screen.

Jemar Souza
  • 18 september 2013

Last week Trident debuted a six second TV spot on Fuse TV, while Dunkin’ Donuts premiered a Vine commercial on ESPN.  Vine, known for its quirky users sharing unpolished clips of their lives, attracted many major brands within days of launching. These companies quickly embraced the idea of sharing unedited content on their social pages to fit in with the crowd, but now that these clips are being used as official commercials reaching beyond the social media savvy consumer, traditional advertising is poised to see some serious changes.


Advertisers tend to spend months developing big budget, polished content for TV spots. If more brands embrace the Vine format for television, we may see an increase in micro budget content that seem more like Youtube videos than TV shows or movies.

Commercials, being 15-30 seconds, allow brands more time to introduce their product or service, share its benefits, and tap into the emotions of consumers. But the average time is subject to decrease as fast paced storytelling is crucial to get a point across and keep the attention span of the typical Vine audience. It takes special talent to condense a story into only six seconds; like Trident, brands may continue to leverage the talents of popular Vine creators such as Nicholas Megalis and Rudy Mancuso to produce their content.

Dunkin Donuts used stopmotion for their TV commercial. It’s a popular method of storytelling on Vine but the usually silent or choppy technique poses some challenges for TV Ads. Brands must consider the nuances of grabbing and keeping the attention of an audience that won’t hear their content. Creatively explaining product benefits without clear spoken words will also be challenging, but if brands figure it out, consumers will find themselves seeing more of the quirky approach.

It’s only a matter of time before we see more Vine content as TV commercials; other brands like Nissan and Virgin Mobile have already held contests to include user videos in their future adverts. But will it be a trend or a lasting impact? We’ll have to wait and see.

Images via Digital EdgePR Daily


Digital Design Expert: Mobile First Is Dead, Think Mobile Native

Culture Today

Someone Invented A Robot Just To Serve Trays Of Beef Jerky

Boston Red Sox star David Ortiz, in partnership with Chef's Cut Real Jerky, creates an automated snack delivery system

Millennials Today

Why A Social Networking Site Decided To Rebrand

Meetup, a platform that connects like-minded individuals, has taken steps to stay relevant amongst millennials


Get PSFK's Related Report: Future of Automotive

See All
Work Today

Editorial Roundtable: The People-First Workplace Should Borrow From Tradition

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX underline the old-fashioned ideas that deserve a place in the Future of Work

Fashion Today

Handbags Crafted From An Old NFL Stadium

People for Urban Progress is an up-cycling program that tackles the waste problem of big demolitions

Related Expert

Bertrand Piccard

Solar Power, Aeronautics, Travel

Work Today

Tech Job Site Created Just For Those Who Are Older Than 30

A new occupational job board presents a creative solution to age discrimination in the tech world

Europe Today

Architect Turns A Giant Smile Into A Public Exhibition

The structure offers visitors a new perspective of London and creates an immersive environment that integrates structure, surface, space and light

Children Today

Norwegian Kids Are Using Their Phones To Log Unsafe Street Conditions

Travel Agent is an app that gamifies the reporting of hazardous conditions to improve the safety of children's commute to school


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed Yesterday

Energy Expert: How American Consumers Are Taking Control Of Their Power Use

Jennifer Tuohy, green tech expert at The Home Depot, discusses green home technologies and developments for renewable technologies in US homes

PSFK Labs Today

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Travel Today

Google Wants To Help You Plan Your Next Trip

A new app curates vacation itineraries and organizes reservation emails to take the work out of planning a getaway

Technology Today

Small Handheld Analyzer Checks Oral Hygiene On The Go

The breath-detecting gadget gives people a quick and easy peek into their dental health

Asia Yesterday

Safe Drivers Rewarded In Japan With Free Coffee

Driving Barista is a new app that encourages Japanese motorists to put their phones down as they drive

Arts & Culture Yesterday

Michael Kors Has Designed Their Own Instant Camera

In a partnership with Fuji, the limited edition Instax Mini 70 comes in an exclusive metallic gold color

Health Yesterday

Manage Your Emotional Health Through Your Phone

Pharmaceutical company Pfizer has created a new iOS app meant to help patients track mental progress and set goals


Future Of Work
Cultivating The Next Generation Of Leaders

Food Yesterday

Delete Food Pics Off Of Instagram To Feed The Hungry

Land O'Lakes and Feeding America are donating meals for every picture of a meal taken off of the social platform

Design & Architecture Yesterday

This Shape-Shifting Pod Could Be The Future Of The Cubicle

MIT and Google have designed a new form of work enclosure meant to offer privacy in open-office layouts

Advertising Yesterday

Billboard Spies On People As They Walk By

To promote the movie "Snowden," the advertisement broadcasts information on passersby without their knowledge

No search results found.