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.
Hwang Dong-hyuk On Season 2 of “Squid Game,” Wrapping Production on Season 3; What’s Next?
Viewers may gasp, cringe or cry out watching characters die on Netflix's "Squid Game," but those simulated deaths have a different effect on its creator, writer and director. Instead, Hwang Dong-hyuk feels happiness seeing them go.
The show has a huge cast and Hwang says it was "really difficult" to manage everyone on set.
As characters would die, Hwang recalls saying to the actors on their last day, "'Oh no! How sad! I won't see you tomorrow,' but I was always smiling inside."
"Squid Game" season two premieres Thursday. It once again stars Lee Jung-jae and centers around a secret competition in South Korea that targets people in debt and the winner gets a big cash prize. What they don't know is that losing the game is deadly.
Hwang originally conceived of the show 15 years ago as a two-hour film but it failed to gain traction with financiers or even interested actors. He put it aside and worked on other films instead. He then had the idea to make it a TV series instead and took the project to Netflix. There, it could reach a wide audience.
"I never in my wildest dream thought it was going to be this huge," said Hwang, who spoke about the show and what comes next. Answers have been edited for clarity and length.
Q: What have you learned from "Squid Game"?
HWANG: I learned that I shouldn't give up. If you love something and if you want to create something, it might not work now, but the time might come later. Or that idea could be the source of inspiration for something else.
Q: You've already finished filming season three of "Squid Game." Have you thought about what your next project will be?
HWANG: I'm afraid to talk... Read More