Good PR for KFC regarding their "anti-TiVo" commercial (WSJ, PVRwire, AdJab). Although the technique is neither new nor foolproof, it's a great hook to get exposure for the client and agency.
I'd love to see advertisers experiment with some other tactics:
- US TV networks vary length of ad slots, adopting European/Asian 7", 10", 15", and 60" lengths to combat the 30-second skip
- Like a Mad magazine gatefold, there's one message at regular speed and another when compressed - only at the proper ffwd rate
- Use more subtle lead-ins to the commercial break, like the Chevy/NBC Las Vegas execution.
Just to clarify - I'm referring to the post at PVR Wire, which states that this technique has been used before. I agree with you though - quite clever and expect to see other companies start using the technique. What is it about innovative ads and selling chicken?!
Posted by: Peter Kim | 23 February 2006 at 09:38 PM
you say it's not new, but I've never heard of anything like this before, with a reward hidden in a tv spot. are there other examples? I think it's brilliant
Posted by: eddie | 23 February 2006 at 08:40 PM