The death of the 30-second commercial

As a trainee copywriter in the 1990s, my first Creative Director goaded me with "Andy Warhol was optimistic. In our business, we seek our 30 seconds of fame". That killer commercial which would propel us to "the next creative prodigy status".

Cut to the 2000s. PVRs, Sky+, TiVO, etc have treatened the 30-second commercial with extinction. And I applaud them. Because far from putting copywriters on the chopping block, they have actually been a liberating force.

Digital technology enables much more engaging communication with target consumers.
Consider the following Exhibit 1:
http://bewareofthedoghouse.com/
And consider the freedom for the creative team unencumbered by the financial constraints of 30 seconds.

Exhibit 2:
http://www.campaignindia.in/news/pepsi_rolls_out_interactive_tvc_for__my_can
30 seconds is just the beginning...

Exhibits 3 & 4:
http://www.youtube.com/results?search_type=&search_query=cadburys+gorilla&aq=f
http://www.youtube.com/results?search_type=&search_query=guinness+domino+advert&aq=5&oq=guinness+do
Okay, they're longer than 30 seconds. But, youtube as the channel medium rather than traditional television has enabled consumers to seek out commercials they enjoy rather than wait for them to be aired according to the media agency's schedule. And millions of consumers have sought out the truly engaging commercials. And many have engaged with the brand through creating their own versions.

So, creative teams of the world, rejoice. The bar has been raised. Are you up to the challenge?

P.S. Traditional media planners of the world beware. The digital world beckons. Media plans that solely focus on TV, print, outdoor, radio risk being laughed out of the client presentation.