VW Ad Targets Viewers Who Fast Forward Through Commercials [Video]
German car manufacturer has created a static image TV ad that is still viewable during fast-forward.
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: