Long Form: A 30's Best Friend

By now, it may easily appear that we are part of the legion of advertising pundits who are sounding the death knell for the 30-second commercial.

We aren't.

But what if your 30-second commercials didn't have to work so hard? What if they ran against a backdrop of two-minute, one-minute or long-form pieces that could go to greater lengths to lay out your company's advantages?

Placed in that context, 30-second commercials could then do the jobs that they were designed to do: Project an image. Deliver a simple, singular selling proposition. Remind your target that you are there for them.

All this, while your longer length commercials are doing the jobs that they were designed to do: communicating messages too large or complex for any 30-second commercial to hold. While, at the same time, initiating immediate response.