2013 a year in which long-format ads had their place in internet

Time is precious, airtime more so. Yet, most of the memorable advertisements of 2013 ran well beyond standard 30-second limit, thanks to increasing popularity of the internet, Pritha Mitra Dasgupta reports from Mumbai.

Creative heads say marketers today have more power & confidence to experiment with long ads of 60 seconds and more because they are no longer dependant on TV alone for success.

“Look at the Google reunion ad which was released only on YouTube and has become the most talked about ad of 2013,” the national creative director of an agency said. “Platforms like Youtube are equally effective like TV and are available to marketers at a cheaper price tag,” the person added.

Most talked about long format ads of 2013

1. TATA SKY ‘PRISON BREAK’

This fast-paced fi lm is one of the longest TV commercial ever made. This three-and-a-half minute-long commercial was ideated by Ogilvy & Mather and defi nitely packs a punch.

2. GOOGLE ‘REUNION’

Created by Ogilvy & Mather, this 3-minute-30-second clip tells the story of reunion of two long lost friends in India and Pakistan.

3. LIFEBUOY ‘GONDAPPA’

Lowe and Partners created this commercial for Unilever that said ‘Help a child reach the age of 5’ by simply adopting hygienic rituals like washing hands regularly.

4. CADBURY ‘MISHTI’S WEDDING

Following a series of 30-second teaser campaigns, Cadbury launched a 4-minute music video in Bengali featuring 10 celebrities, created by ad agency ABP One.

5. TANISHQ

This ad on remarriage created quite a wave in the advertising world. Made by Lowe and Partners, this ad has been touted as one of the most progressive ads of 2013 by various creative heads.