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BW Businessworld

The Long And Short Of It

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2014 was the year when advertisers re- wrote the 30-second, minimalist copy rule and went for a new long-format formula — both in video and print. A paradox in this age of 140 characters and short attention spans. But, be it the Google search reunion ad with its long emotional narrative, Nestle’s Share the Goodness and Kit Kat films, Pepsi’s Gharwali Diwali or Fortune’s Ghar Ka Khana, the formula for brand films appeared to be a broader canvas of storytelling.  Even several print ads — notably Schweppes – were spotted taking the risky route of long copy. The other interesting trend was that the magic of print resurfaced with some crazy ad copy tumbling out of newspapers. Dunkin Donuts’ Wicked Wrap is a case in point. So, will the long form rule in 2015? There’s been a build-up of sorts against it.  Mainly because it has spawned a lot of forced ads — the risk with the long form is that it can get boring, and it needs a master craftsperson to hold the attention of a viewer or reader. So long is fine if it is out of the box. But when you try to box it and create a formula, it risks losing its appeal.
 
(This story was published in BW | Businessworld Issue Dated 09-02-2015)