I was on the plane returning from a trip to Orlando (and boy what a trip that was), sitting next to a couple that were on a trip to Fiji and struck up a conversation. One thing led to another (and of course a couple of drinks) and we were all talking about what we do for a living… then a few minutes later, I’m spewing out stories about how the advertising and marketing world has been turned upside down by TiVo, TV series on DVD and the Internet – all of which have made it possible to receive content with little or no advertising. Next thing I know, the woman I was sitting next to made an interesting point that I just had to share.
She said that she had actually booked a recent trip to a certain hotel from having recalled their TV spot on TiVo. She was fast-forwarding the commercials and even at a sped-up rate with no audio, they had created a commercial memorable enough for her to follow up. She wanted to book her vacation and remembered that she had seen an ad during a recent showing of Will & Grace and was able to call up the ad on her TiVo and get the telephone number.
It touched off an interesting conversation that I thought should be put out there for people to think about (all 3 of the people that read this blog). Talk about a clear and concise brand message – how could your ad still be impactful if people are watching at three times the speed and don’t have any sound.
I thought it’d be funny to create an ad that, when played at regular speed came across in slow-motion, but when fast-forwarded through TiVo actually made sense. Kind of like the old urban myths (are they urban myths) about playing records backwards and getting demonic message, or that movie theaters insert frames into the films that send subliminal messages to buy popcorn.
Maybe advertisers can salvage TV spots afterall…
I doubt there’s a way to insert them into the DVDs, but this TiVo thing could be fun.