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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.

David Ogilvy

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David Ogilvy
Age: 88 †
Born: 1911
Born: June 23
Died: 1999
Died: July 21
Businessman
Businessperson
Economist
Writer
West Horsley
Surrey
David MacKenzie Ogilvy
People
Fire
Commercial
Advertise
Open
Seconds
Viewer
Attention
Screen
Commercials
Chance
Screens
Grab
Better
Holding
Viewers
Firsts
Dull
Frame
First
Surprise
Visuals
Something
Stand
Visual

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Advertising reflects the mores of society, but it does not influence them.
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Creativity needs discipline and freedom.
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Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.
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