Quick Idea for
Fast-Forward Ads
I had an idea a few months ago about utilizing the tendency of tv viewers to fast-forward through videotaped programs to display ads in a new way, and promptly filed it away for future reference.

A recent post on the Adland blog about a KFC commercial trying to use DVRs to promote a free sample campaign brought it back to mind.

The KFC idea strikes me as undercooked.
It requires DVR owners watch their commercial in slow-motion in order to get a code that can be redeemed for a free KFC Snacker sandwich. The visual result appears to be less than stellar (see pic on the Adland site), and requires you own DVR to even participate.

While DVRs are popular, they are hardly in every home -- limiting the response if they achieved the most positive of results (which they won't, because this idea is so undercooked it will give you salmonella poisoning.)

Here's my spin --
You film your commercial's video images in slow motion.

This way when people are using their VCRs to fast-forward through your spot, it will run at regular speed. I do not own a DVR, but if it works the same way (rather than simply jumping forward 60-seconds), the results should be similar.

No, you wouldn't create your ad in a traditional manner. It would need to be quick -- show your URL on screen, or phone number, etc. to get people to see what you want (perhaps you add a 'squiggle' filter so that the image appears un-squiggled when viewed in FF).

Your sound editing would be extremely important. There isn't any audio in FF viewing, but it would need to run at regular speed when viewed in real time. I suggest making it play on the slow-moving images. Great for any time-saving product or service. "Do you hate standing in line, waiting on-hold, etc.?" "Does it feel like the world around you is moving in slow-motion?" types of messages should play well. It could work for showing how one car is faster than another, etc.

I believe there are many ways to make this concept work. I'm just waiting for someone to realize that people who FF through your commercials can still be influenced -- as a matter of fact, they watch the screen more intently than those who let the commercials play in real-time. The FF viewer is trying to click PLAY at just the right time to start their show immediately after the commercial ends. The real-time viewer does a bathroom or refrigerator run. They flip channels or read books and newspapers while the commercials air in real-time -- ignoring the message until they hear their show begin.

We are an audience on Fast-Forward.
It's time advertisers started to catch up.

#1 Single
I am completely hooked on the new reality show starring musician Lisa Loeb.

It's sort of a real-life Sex In The City starring Lisa, her friends, the occasional celebrity, and her rather annoying seemingly-spoiled sister.

I now call upon all the mystical linking powers of the internet -- in the spirit of "Six-Degrees of Kevin Bacon" (who, BTW can be connected to #1 Single through one link -- Illeana Douglas. Ms. Douglas starred with Mr. Bacon in Stir Of Echoes, and Douglas appears in several episodes of #1 Single while helping Lisa Loeb to get her 'Feng Shui on' in her NY apartment.)

Aaaanyway...If someone out there has a link (or six) to Lisa Loeb -- there is an Idea Guy in Ohio who wouldn't mind the opportunity to Single Her Out.

Love at first (in)sight

Since it's Valentine's Day, I thought it an appropriate time to warn against the tendency to "fall in love" with our own ideas. Have you heard (or been involved in) this torrid love story before?

Who can blame us for falling in love with our own ideas?
They're 'totally hot', right?
It's like they were created just for US -- We know the concept's every curve and thought. We are on intimate terms with our ideas. The idea may have awaken us that morning with a subtle nudge to begin our day. We may have been in the shower together. Or perhaps our passion for the idea woke us in the dark with an uncontrollable urge to put our thoughts down on paper before they slipped away into the night.

BUT... then we introduce our idea to our friends and family.
They seem to find flaws where we saw none. Something about the idea doesn't sit right with them. It might not be as pure or as original a concept as you thought -- they claim to have seen it across town with some other guy. They see it as difficult to implement where you saw only blue skies and instant activation. These imperfections... could your friends be right?

NO!
They're just jealous they didn't think of it first. They envy your passion and simply want to rain on your parade. Why can't they just be happy for you?

You introduce your idea to your customer. To your boss. They smile and nod, expecting to hear more. They want to be as impressed with this concept you've been courting as you are, but alas -- they are not. You marvel at their ignorance. How could they not fall as madly in love with the idea as you? Can they not see it is PERFECT?

"Fine" you think. "You'll see - you'll ALL see!" And you run away with your idea. The two of you against the world. You'll show them. You just have to convince enough other people that your idea is the most wonderful concept in the world.

But, it doesn't happen.
You find that no one is particularly enamored with your idea. And all of a sudden, it's starting to grate on your nerves as well -- was that blemish there before? Was it always this difficult to implement? Have others always rolled their eyes when you introduced them to the idea in the past? Perhaps it's time the two of you parted company. You've got to break-up.

It's not you, it's me.
I should have listened to the input from my friends and family before. I thought the boss was wrong about how high maintenance an idea you were, but now I see they were right. Worst of all, my clients just don't seem to like with you -- and I can't commit to an idea which my customers don't find as enchanting as I do. I need their blessing to make a relationship like ours work. It's just business, baby.

...Maybe we should think about seeing other ideas...

Quirky Quiz
Reader's Digest has a quick 10-question quiz that tests your knowledge of how some very famous brands got their names. Some I knew, some had more involved evolutions than I had expected.

Grab your cup of Pequod Coffee and see how you do!
(I got 8 out of ten.)

Because sometimes, I can't sleep.
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