OMD claims a world first for 21-second ad for HMV's album

OMD UK and HMV are claiming a world first with a 21-second ad in a

pre-Christmas push for the Sony label Independiente and its band, So

Solid Crew.

The ad uses the time theme of So Solid Crew's number-one chart single 21

Seconds to promote the band's debut album, They Don't Know.

A voiceover points out that this is the world's first 21-second ad as a

clock in the corner of the screen counts up to 21 seconds while the

track runs in the background.

OMD UK TV's buying director, Neil Johnston, had the idea for the

21-second ad and developed the media strategy. The agency also handled

media planning and buying.

The ad breaks on 19 November and will run for a week on E4, MTV, The

Box, Kiss and Smash Hits to target 16- to 34-year-olds. To balance the

minutage of the programming schedule, channels are adding an extra

second to three and three-and-a-half-minute breaks for free.

HMV has negotiated a co-operative ad strategy in which the retailer and

label co-fund the advertising.

The ad was art directed by Derek Hayes and written by Neil Hall at BDS


Johnston said: "This is a great, fantastic example of media leading the

creative strategy, working with the client and record label to produce a

world first."