VIDEO: Audi's batch of DVR-friendly commercials
Just last year marketing agencies were bemoaning the advent of the TiVo and similar digital video recorders (DVRs) that allow viewers to fast forward through commercials. A few of the smarter marketing folks, however, are embracing it. San Francisco-based Venables Bell & Partners was hired by Audi at the end of 2006 and the first campaign produced by the ad house has already hit the airwaves. Two of the ads, named 0.2 Seconds and Moment, feature 0.2 seconds worth of images flashed on the screen in a rapid fashion. It almost looks like subliminal messaging, but it's too noticeable. In fact, Venables Bell & Partners want you to rewind your DVR after the commercial and plays and go through it frame by frame to see those images. It's an interesting idea, if only because this is the first time anyone's thought of engaging a TV viewer through the medium of a DVR. We would quickly go back to skipping commercials if our favorite shows were surrounded by ads like this.
Since these are the first commercials of their kind, Venables Bell & Partners has also produced a How-To video for Audi, which shows your average couple on a catch experiencing the commercials for the first time and using their DVR's remote. Wow, we think everyone's aware how to rewind and use frame-by-frame on their DVR.
Of course, Audi's agency also produced a traditional commercial for the A4 sedan so that the throngs of DVR-less TV watchers out there have something to enjoy, as well. It's a playful ad that takes a jab at Lexus and its "self-parking" system in the LS.
Check out the commercials, including slow-mo versions of the DVR targeted commercials, after the jump.
[Source: Audi]
Reader Comments (Page 1 of 1)
trevor2k 3:12PM (5/09/2007)
"It's an interesting idea, if only because this is the first time anyone's thought of engaging a TV viewer through the medium of a DVR."
Uhmmm, KFC did this with a promotion for the buffalo snacker a few months ago during American Idol...and they did it a year before that as well. Not groundbreaking. Interesting yes, but groundbreaking no.
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bmoredlj 3:29PM (5/09/2007)
Hyundai Azera ads that have been out for weeks now already crack a joke at Lexus's auto-parkin' expense, saying the money you save you can pay someone to park your car, or something like that. Having another car company chime in late with the same joke seems kinda dumb.
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bmoredlj 3:34PM (5/09/2007)
I'd also like to point out the startling TOOLiness of the two DVR users.
"I hope you were DVRing that!"
"Shoot. Buttons."
"Supercool!"
Who talks like that?
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Mike 3:54PM (5/09/2007)
#3: cheesy ad guys and their scriptwriting nerds.
#1 and #2: for those of us that have not seen those commercials (me) and don't give a flying &@%#$ about KFC or a South Korean $h1tbox these commercials work pretty well actually. I like them.
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The FedEx Man 3:57PM (5/09/2007)
I like it. It's an ad you want (well I did anyway :P). Nice to have no annoying voice over.
Still reckon the Honda "Cogs" ad is the best ever...
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Matt T 4:34PM (5/09/2007)
I like the first two a lot. Sprite has done some cool DVR stuff with Sublymonal, but in this instance the quickness of it all actually pertains to a feature of the vehicle, the shift speed.
I agree the joke at the LS460 expense is getting tired, and would work much better for a vehicle that actually competes with it. I could see the same ad concept done with a BMW 750i or il making much more sense. Plus such driving would match BMW's Ultimate Driving Machine image.
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Kwesi 5:39PM (5/09/2007)
its a cool add. Quite exhilerating in a short sort of way. the truth , i find , is pretty appealing, and i like the limited but effective sound effects
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proud like cow 6:02PM (5/09/2007)
"It's an interesting idea, if only because this is the first time anyone's thought of engaging a TV viewer through the medium of a DVR."
GE amongst others has been doing this for a while
"I'd also like to point out the startling TOOLiness of the two DVR users.
"I hope you were DVRing that!"
"Shoot. Buttons."
"Supercool!"
Who talks like that?"
your mom! OHHHHHH SNAP!!1!
but yeah they were pretty lame
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JD 5:41PM (5/09/2007)
Tivo's the best thing to ever grace my Television.
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Andrew 7:33PM (5/09/2007)
the parking one is the best, IMO
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Max 10:54PM (5/09/2007)
Yep - hate to burst Audi's bubble, but GE's been doing what they call "1 Second Theater" for about a year now. Check it out at the end of any of there current television adds... Some are pretty funny...
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Fabulo 5:57PM (5/10/2007)
If you have a DVR do you watch commercial? Really?
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