You have only 30 seconds in a TV commercial. If you grab attention in …

David Ogilvy
141 citations
You have only 30 seconds in a TV commercial. If you grab attention in the first frame with a visual surprise, you stand a better chance of holding the viewer. People screen out a lot of commercials because they open with something dull. When you advertise fire-extinguishers, open with the fire.
Humanity
28

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If you want ACTION, don’t write. Go and tell the guy what you want. ✨ David Ogilvy (2012). The Unpublished David Ogilvy, p.54, Profile Books
I once used the word OBSOLETE in a headline, only to discover that 43 per cent of housewives had no idea what it meant. In another headline, I used the word INEFFABLE, only to discover that I didn't … ▶
In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create. ✨ David Ogilvy (1963). Confessions of an advertising man, Holiday House
You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.
Never write more than two pages on any subject. ✨ David Ogilvy (2012). The Unpublished David Ogilvy, p.54, Profile Books

You have only 30 seconds in a TV commercial. If you grab attention in the first frame with a visual surprise, you stand a better chance of holding the viewer. People screen out a lot of commercials because they open with something dull. When you advertise fire-extinguishers, open with the fire.

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