An Unforgettable Video Worth 1,000 WordsOctober 3, 2012
By Evan Taylor,
A quick case study to illustrate how a picture (or, in this case, a video) is worth 1,000 words.
Exhibit A is a TV commercial from Pedigree pet foods from the mid-1990s.
In the ad, a dog breeder named Pam attributes the happiness and health of her animals to Pedigree. She crams 103 words into 30 seconds. That’s a lot of info in a very short amount of time.
What if you wanted to say even more? Pam can’t talk much faster, so you’d have to create an entirely different commercial with an entirely different set of words.
That brings us to Exhibit B: How about, instead of speeding everything up, we slowed it down? Like, a lot. Here’s a Pedigree ad from 2010:
I find it incredible how Pedigree took two-seconds of footage and turned it into a cool 90-second commercial.
You’ll notice not a single word was spoken in the video. But the message in this memorable ad is perfectly clear.
TBWA/Toronto shot the video with the Phantom Gold Camera System. The revolutionizing system, which shoots more 1,000 frames per second, has changed the way we look at things. We can slow the world down and see what really happens, bit by bit.
Scientists have used these cameras to get a better understanding of how explosions occur, bullets travel through air and hummingbirds fly. We can also see why getting slapped in the face hurts so much.
Advertisers can also see how they can go slow — really slow — to say even more.