17 Jan 2019

Get Shorty!

Brevity can be the heart and soul of clarity, for both video and written pieces.

Here’s a thing: a 30-second TV ad lasts an aaaaage. You can grow a spare head watching a John Lewis ad (two minutes, twenty seconds). And even though the advertisers spend a TON of money on these efforts, they are often horribly boring.

May I ever-so-humbly suggest you keep your next video case study or product tour to around 30 seconds?

Avoid four minutes of talking heads. Scrap the aerial shot of a grey building. Cut the slow-mo product shot.

Aim for 30 seconds of sock-it-to-them clarity. Get Shorty!

Mail me at toby.chapman-dawe@strand-uk.com