From his breakthrough performance on "Cheers" to his current role in NBC's "The Good Place," Ted Danson is accustomed to winning over audiences in increments of 30 minutes. But in a new campaign, Smirnoff vodka asks the Emmy-winning actor to condense his wit and charm into bite-sized chunks of six and 15-second ads.
The ads, part of a new campaign by 72andSunny, include one improvised spot in which Danson seems exacerbated that he has to cram a message into six seconds. "He didn't know what a six-second ad was, so we kind of ad-libbed that one, which is fantastic. It worked out great," says Jay Sethi, VP-Smirnoff in North America for brand owner Diageo.
Blink-and-you'll-miss-it ads are of course the new normal as marketers tailor their content for digital, while seeking to gain notice form the ever-shrinking-attention span of perpetually distracted TV viewers. Smirnoff will run 15-second ads on TV, featuring Danson interacting with other celebrities, including actress Jenna Fischer, Jonathan Van Ness of Netflix's "Queer Eye," actress and LGBT activist Laverne Cox and comedian and actress Nicole Byer. In one ad, Danson and Van Ness convene over thimble-sized cocktails.
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