What does one second matter?
At the end of 2008, the clock was held back for one second and we all gained one additional second of time. Not real time, but the way we measured it. It must has inspired the folks at Miller who are running their 30 second ad in a series of 30 one-second ads.
When the ads came out during Supper Bowl on their web site, the result was a heck of a lot more complex than just a bunch of ads strung together. There was a kick-off ad featuring three dock workers, one of whom is a non-stop talking “idea man.” Anyone who has ever worked on a dock or any other workplace where the work is repetitious, boring and laborious knows this guy. He is the guy who is always talking, always finding some way to change the world, is the voice of common sense in a world of “convention wisdom”, won’t ever shut up but is always fun to have around.
And the least listened to by his company. And that is a shame.
What passes as non-stop chatter is actually a stream of conversation that most marketing companies should tap into. It is the raw, unfiltered voice of reality that is unmarred and untouched by even the slickest marketing and advertising. It is the peek into what your customers are really thinking and saying about you.
Three million dollars for a 30 second commercial during the Super Bowl has probably never, ever sold an additional bottle of beer for Miller. It makes no financial sense for anyone, no mater how big you are.
But, a series of one-second ads got people talking about Miller. And maybe that got friends buying other friends Miller.
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