G.E.'s "One Second Theater"
By Millie Takaki
In an initiative that turns traditional commercialmaking on its ear, in this case a giant elephant’s ear–actually making TiVo and digital video recorders an ally rather than an advertising adversary–General Electric is introducing “One Second Theater,” created by BBDO New York.
BBDO has re-edited several broadcast spots, embedding in each one some additional material, which can be glimpsed for only a second when watched live on TV. But for those using a digital video recorder, the commercials can be paused and the new material can be watched in its full glory.
The first spot to be adapted to this new model is “Singin’ In the Rain,” which debuted a year ago. Directed by Joe Pytka of Venice, Calif.-based PYTKA with visual effects by Quiet Man, New York, for BBDO, the popular commercial–part of G.E.’s “ecoimagination” campaign promoting the company’s environmental-friendly efforts–featured a dancing elephant hoofing about in a rainforest. The updated version of the spot designed to facilitate the “One Second Theater”–with interactivity magic from Quiet Man–is titled “Dancin’ Elephant.” DVR users can see additional material which tells us more details about the elephant, named Elli–and other characters in the rainforest–in True Hollywood Story style. For example, such celeb trivia appears on screen as Elli having earlier in her career appearing in a teenage exploitation film, Don’t Touch That Trunk. The pachyderm also endured a peanut scandal, but has recovered nicely, starring in the upcoming summer release Love of the Mastodon.
There’s plenty more tongue-in-cheek back story to be had. Flamingoes Stephanie and Esteban are described as “trained method actors” that made their first mark appearing in carnival sideshows as “The Amazing Two-Headed Flamingo.” However the act was disemboweled by the investigative cable TV special Fake Two-Headed Animal Acts Exposed. Meanwhile, Andy the macaw has shunned the spotlight since attaining fame; he is now a recluse living somewhere in New Hampshire. And Burmese python Jimmy Santora is now a theater critic for his own self-published newsletter, Thessspian Roundup.
A My Space profile on Elli can also be accessed, listing her general interests such as “bling” and “mud baths on Maui.” The elephant’s favorite song is “Tusk” by Fleetwood Mac, while the movies of preference are Animal House and Dumbo. Her favorite read is “Horton Hears A Who.” Elli has also started her own blog, which viewers can join, and has a podcast, which audiences can check out as well.
“G.E.’s One Second Theater is about thinking forward,” stated David Lubars, chairman/chief creative officer, BBDO North America. “There are lots of creative media opportunities for delivering messages consumers will happily seek out.”
Judy Hu, G.E.’s global executive director, advertising and branding, said, “We’ve uncovered an exciting new way for consumers to interact and engage with our brand. In essence, our commercials will now become carriers of program content. It’s quite literally ‘imagination at work.'”
“One Second Theater” debuted earlier this month. Additional “episodes” are planned. The programming is also accessible online at www.onesecondtheater.com.
The initiative potentially generates an extra dimension for all G.E. commercials, promoting the viewer expectation that a spot could carry some interesting additional entertainment fare.
The “One Second Theater” title hearkens back to the famed G.E. Theater during television’s golden age. Hosted by Ronald Reagan, G.E. Theater had a long run of popularity back during the days when advertisers and agencies had a significant hand in developing programs. Today, that client and/or agency involvement has re-emerged with new media. In this case, however, “One Second Theater” accounts for the shortened attention span of our times.
G.E.’s media agency, OMD, planned and placed all the TV and digital activity to create a fully integrated launch. G.E. also partnered with Blitz to develop the online elements of the campaign.
Google Opens Its Defense In Antitrust Case Alleging Monopoly Over Online Ad Technology
Google opened its defense against allegations that it holds an illegal monopoly on online advertising technology Friday with witness testimony saying the industry is vastly more complex and competitive than portrayed by the federal government.
"The industry has been exceptionally fluid over the last 18 years," said Scott Sheffer, a vice president for global partnerships at Google, the company's first witness at its antitrust trial in federal court in Alexandria.
The Justice Department and a coalition of states contend that Google built and maintained an illegal monopoly over the technology that facilitates the buying and selling of online ads seen by consumers.
Google counters that the government's case improperly focuses on a narrow type of online ads — essentially the rectangular ones that appear on the top and on the right-hand side of a webpage. In its opening statement, Google's lawyers said the Supreme Court has warned judges against taking action when dealing with rapidly emerging technology like what Sheffer described because of the risk of error or unintended consequences.
Google says defining the market so narrowly ignores the competition it faces from social media companies, Amazon, streaming TV providers and others who offer advertisers the means to reach online consumers.
Justice Department lawyers called witnesses to testify for two weeks before resting their case Friday afternoon, detailing the ways that automated ad exchanges conduct auctions in a matter of milliseconds to determine which ads are placed in front of which consumers and how much they cost.
The department contends the auctions are finessed in subtle ways that benefit Google to the exclusion of would-be competitors and in ways that prevent... Read More