Blink Of An Ad

Zap this! TV advertisers try the one-second sell

For many people, the sight of a TV commercial is a prompt to either bolt to the kitchen for a quick bite or hit the remote for a quick escape. But last month Master Lock, a division of Fortune Brands based in Milwaukee, Wis., likely became the first national advertiser to run a one-second ad--snack-proof and zap-proof.

The commercial--call it a blink ad, for obvious reasons--depicts the company's signature image, a bullet shredding but not opening a lock, together with the logo. The ads are part of a campaign that also uses 30-sec. spots for Master Lock padlocks.

The length of...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!