The Super Bowl: When Seconds Count
May I have just two seconds of your time for this important word?
“Weatherproof.”
In a tiny fragment of the annals of time, you just read what was to be the shortest Super Bowl advertisement in the history of the Big Game.
A company called Weatherproof Garment Co. sent out a news release this week that claimed it was airing the shortest TV ad ever for this Sunday’s Super Bowl game between New England and the New York Giants. Two seconds, the release said. Just long enough to say the word “Weatherproof.”
It’s not exactly the stuff that made history such as Apple Computer’s “1984” ad introducing the Macintosh more than 20 years ago, but the brevity of such an ad would have people talking, I guess.
Except, if viewers blinked or sneezed or turned their heads or reached into the beer cooler when the ad appeared, they would miss the historic moment. Or seconds.
“We are under the impression that the entire world is borderline A.D.D. and keeping the public’s attention is nearly impossible, less is more and we think our two seconds will be more effective than 30 seconds,” Weatherproof President Freddie Stollmack said in the news release.
Well, just as I was pondering the historic precedent this ad would set, the company followed up with a second e-mail. The 2-second ad is a no-go.
Seems the ad time — at $100,000 per second — was no longer available.
Jim Stafford
Business News Reporter
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