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


Genetics Startup Is Working To Create A Completely Personalized, DNA-Based Range Of Products

Retail Yesterday

Store Technology Expert: Why Retailers Must Invest In Store Associates

Jan Kotowski, Head of Product at Tulip Retail, shares his thoughts on how retailers should be preparing for the future

Travel Yesterday

United Airlines Launches An Updated Business Class Program

The new Polaris product prioritizes customer service and updated modern amenities


Get PSFK's Related Report: Future of Automotive

See All
Design & Architecture Yesterday

Video Explores Complex Museum Architecture

A mini video gives a quick overview of the most beautiful cultural buildings built

Sustainability Yesterday

Smog Vacuum Turns Pollution Particulates Into Unique Jewelry

A large device was installed in Beijing that sucks up smog and compresses it into small centerpieces atop jewelry

Related Expert

Emily Pilloton

Social Innovation Pioneer

Experiential Marketing Yesterday

PSA Fashion Line Shines A Light On Victim Blaming

YWCA Canada is using fashion and sexist tweets to highlight how often we as a society blame the victim in cases of abuse

Syndicated Yesterday

What PSX 2016 Tells Us About The Modern Games Industry

Nostalgia and big brands are defining how the console market is being shaped

Technology Yesterday

The PSFK Holiday Gift Guide 2016

Based on a year of research by PSFK Labs, we curated a list of innovative and unique holiday gifts


Future Of Retail 2017
Transformation Strategies For Customer-First Business

PSFK Op-Ed Yesterday

VP: Why Messaging Apps Are Issuing In A New Era Of Commerce

Matt Johnson discusses how mobile messaging commerce is creating a different modality for interaction between retailers and consumers

PSFK Labs december 1, 2016

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

Food Yesterday

Minute Maid Opens A Store That Sells Nothing

The beverage company opened a pop-up shop that encourages customers to write letters to their parents instead of buying a gift

Entertainment Yesterday

Samsung And Viceland Partner For A Virtual Reality Documentary On The Syrian War

The White Helmets film uses VR to immerse viewers in the everyday conditions of the war-torn country

Design & Architecture Yesterday

These Designs Bring Modern Architecture To The Humble Birdhouse

Artist Douglas Barnhard has imagined a series of designs emulating the work of architects such as Frank Lloyd Wright and Joseph Eichler

Mobile Yesterday

Nine Technologies To Invest In When It Comes To Retail [Future Of Retail]

Retailers are leveraging assistive technology to help employees in their daily tasks and customers on the sales floor

Travel Yesterday

Acura Cockpit Envisions The Future Of Autonomous Travel

The car brand has built a proof that offers a sneak peek of the self-driving vehicle experience


Conference Built Around Our Report Launch

Retail Yesterday

How Artificial Intelligence Is Enabling Anytime Shopping & On-Demand Support

Retailers are leveraging advanced technology to relieve associates from mundane tasks, while better assisting customers

Cities Yesterday

NYC Map Calculates Economic Benefits Of Every Tree

TreesCount! maps all the greenery in the five boroughs and even figures out how much money it saves the city

Design Yesterday

Create A Perfectly Tailored Shirt Using Just Your Phone

UKYS has created an application to get accurate measurements of buyers through a few simple pictures for custom shirts

No search results found.