As I’m watching the Tonight Show with Jay Leno, the second guest tonight is the lead actor in a 1 second SuperBowl commercial for Miller High Life. I had heard about this on CNN, Yahoo! News, and a few other news feeds I subscribe to and really haven’t given it much thought until now.
However, as I’m watching this, I’m starting to realize that this is actually a genius piece of marketing by Saatchi & Saatchi of New York.
Think about it… they may have only bought a one second spot during the Superbowl, but they’re getting a ridiculous amount of publicity… simply because it’s different.
After all, this guy isn’t on the tonight show because he delivered a brilliant piece of acting in less than a second. He’s there because the advertising is new, creative, and therefore causing a buzz.
What will be interesting to watch is if this trend will be copied by thousands of other B-list marketing agencies out there. Will this lead to more 1 second advertising spots for other products? Will this become another “Got Milk” campaign?
GOD I HOPE NOT.
To all those out there looking to copy this… a little word of advice. This only works the first time.
Below is a video compilation of various 1 second ads they tried or will try.