BBDO Oslo Creates World's Shortest Radio Spot
While some might call this pointless, others might call it a welcome relief from the onslaught of bloated, overly-long, mindless commercials we hear most every day. BBDO Oslo has gone out and won itself notice from Guinness World Records for creating the world's shortest radio spot. The client? Wait for it...Guinness World Records. Self-serving? Maybe. A brilliant step forward in radio advertising? Hardly. A stunt to get press? Exactly. You can listen to an English version
and a Norwegian version.
Tags: Guinness BBDO
This is indeed a brilliant step forward in radio! The ad communicates to the point what Guinness Book of World Records is all about.They propably could have made it alot shorter, but this is perfectly balanced.
At the same time this is radio advertising you never will get bored of listening to.
I say: Applause!
Eh, it's been done. A long time ago I admit, but about 12 years ago when I was starting out someone won a D&AD for a TV ad that was just the same. Guy peaks out from behind open Guiness Book of World records and says "This is the world's shortest ad!". It was a 3 second media buy. Not saying these guys copied (I'm showing my liver spots by even knowing about it) but...
I am rather impressed with the general idea. I played it for six people and the most common comment was "what the hell was that." For my buck fifty it would work for Guiness and not may others.
I am rather impressed with the general idea. I played it for six people and the most common comment was "what the hell was that." For my buck fifty it would work for Guiness and not many others.
Script in the spot could be more creative. :) haha.
But if the point was to create "the shortest ever", its never so difficult to make it shorter than 1 second.
Will this ad, add anything to BBDO Oslo? Probably not.
In the place where I've been, ideal length of a radio spot was 15 seconds.
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