Want to terrify a large national advertiser
with one word?
“Tivo”.
Television that works has to be
simultaneously attention-getting and
motivating. If it only accomplishes the
first, you’ll remember it around the water
cooler the next day.
But you’ll have no idea who paid for it.
S/H television is intrusive, but it’s also
strategically-correct. Winning commercials
are anchored by a selling principle that
keeps working. Long after the thirty seconds
are over.
