GE Expects Commercial-Skipping DVR Users to Pause And Watch

Someone else is going to have to explain the point of this too me because after viewing the site, I just don't see the point. We should be making it easier for people to consume advertising, not more difficult. BBDO has created this thing called the One Second Theater that is embedded in the last second of it's Dancin' Elephant commercial and can be viewed by moving forward one frame at a time.

GE Global Executive Director of Advertising and Branding Judy Hu says, "We've uncovered an exciting new way for consumers to interact and engage with our brand. In essence, our commercials will now become carriers of program content. It's quite literally 'imagination at work." Judy meant to say, "It's quite literally the stupidest idea BBDO has ever come up with. David Lubars told us it would be really cool because everyone has a DVR and they would all stop while fast forwarding though all the rest of the commercial just to see our one second collection of still images. Any agency out there want to pitch our business?"

There's even a shark-jumping MySpace profile filled with all kinds of friends who probably all work at GE or BBDO. Stop. Please stop.