Long Enough or Too Short
As we continue to catapult into the information age and awake to days which relentlessly contain multiple devices whether handheld, on our desk, or on our laps, there are screens we must stare into. The prototypical rabbit holes, of the current times, where our answers are found and entertainment and escapism is sought. We could venture back to several foot holes in history, the invention of the tv, the invention of the movie theater, that first play of “Video Killed the Radio Star” which swiped all of our attention in one fell swoop, from the moment our book bags hit the floor as to when all the video craze started.
As a key investigator and investor in this question, the advertising industry, with great nimbleness, jumped into the fray when all of these video feeds were condensed into our portable devices, transforming the highway billboard to back pocket reminders. YouTube splashed on the scene in 2005 and not long after Hulu. Screens, screens, everywhere, giving us the ability to see the latest and venture back and see what was. All along, the advertising industry has been in the middle, taking advantage of the slick, sexy, and dynamic feel of video.
In 2001 BMW created and produced 8 long form videos as part of “The Hire” series. A-list directors and producers were brought on board to play on this blank canvas and told to on showcase BMW automobiles. The films were ground breaking and lauded from the highest mountain. This from the BMW website: The Hire has been showered with praise. The New York Times said, ‘The BMW films tingle with zest,’ while Time Magazine added, ‘It surely deserves the attention of discerning movie watchers.’ In 2002, the Cannes International Advertising Festival awarded The Hire with the Cyber Lion Grand Prix prize. Additional accolades include the ‘Best Excuse for Broadband’ award at WIRED Magazine’s third annual Rave Awards in 2001 and the 2002 Los Angeles International Short Film Festival’s ‘Best Action Short’ award, which was given to director John Woo for Hostage, the sixth film in The Hire. In 2005, The Hire series was discontinued.
But the advertising industry, for sure, continues, and the current focus is on appropriate length, timing, and content of video feed ads. Are they too obtrusive? Should they be placed in the middle of the entertainment content, at the beginning. Is there any traction when the ads are placed at the end? And with recent studies of attention spans of us, the consumer, what patience do we have or are we even receiving the message at all? Much of this a topic for future debate, discussion, and blogging.
But as an ode to The Ultimate Driving Machine and BMW’s vision to be one of the first to get involved and set the standard with video content, here is a link to a Tony Scott directed film (may he rest in peace) starring Clive Owen, James Brown (yes that one) and Gary Oldman and, most importantly, a BMW Z4 Roadster.
Enjoy the show!
Video: Property of BWM Films