1 Second AdAs 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.