If you take a look at this post and figure you can't read it in a minute you're going to 'do one', and that's fair enough. Attention spans are at a critical point, nobody has anytime for anything these days.
People hate reading instructions, wading though tutorials, watching How-To videos and anything that's going to teach them to do something properly, everyone is obsessed with the idea they're busy, and their time is ultra precious, why would they waste it on something they can probably skim read and 'fudge'.
A recent example of this is the Vinnie Jones CPR ad. It's a brilliant advert, the message is great, the script is funny and succinct, and the casting and music are spot on, but take a moment to think about what an important message that is, and how childishly it's been spoon fed to the public.
When the guidelines for first response medical recovery changed last year there was an important message to get out to the public, in the 80's they might have considered a Public Service Broadcast to get people's attention, but these days that's exactly the kind of thing people don't have time for, so instead advertisers have to think of ways into fooling people that they're not having their busy, busy schedule eaten into, and the only way to do this is to blitz them with 'fun'.
The ad takes an important set of instructions for SAVING SOMEONE'S LIFE and breaks them down to BeeGee's song, so we can all remember them. Is this evolution, is this how sophisticated we've all become, is this where our hectic schedules have got us? We all think we're a more sophisticated generation then our parents, but I'm positive they were never too busy to watched a boring Public Service Broadcast about how to save a life.
I'm not blaming the ad, it's brilliant, I'm just saying if we carry on being so busy we have to be spoon fed life saving information to music, then I see a not too distant future where One Direction sing the news, and event though Harry's hair is beyond perfect, we can't allow that.
Hope that was less than a minute. Thanks for your time.
Here's the ad:
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