OPINION: The 60-second ad is alive and well

It’s become a commonplace to talk about how there’s now much more to advertising than the 60-second ad, and Campaign does it as much as anyone. But the 60-second ad is far from dead.

It’s become a commonplace to talk about how there’s now much more

to advertising than the 60-second ad, and Campaign does it as much as

anyone. But the 60-second ad is far from dead.



Mass-audience television is still by far the most impactful medium

today.



Anyone who needs proof of this should see the new Guinness commercial

from Abbott Mead Vickers BBDO, directed by Jonathan Glazer. Simply, a

magnificent piece of communication that leaps out of the screen.



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