An excess of OTS

Phil Gullen

Using the example of a car commercial, the author argues that, however exceptional the creative execution, media over-exposure can numb viewers’ minds into a deep disinterest and reduce the effectiveness of the campaign.

An excess of OTS

However exceptional the creative execution, media over-exposure can numb television viewers' minds into a deep disinterest

Phil Gullen

IT WAS ONE OF those rare moments in TV viewing these days - a commercial that made me sit forward in my armchair and say, 'What the hell is this?'

It was a Friday evening, Friday 2nd February to be precise. Being a 'media hermit' I had totally missed the teaser campaign warning me to expect something different. Nevertheless, when the music floated out from the set and the images impressed on my eyes I was completely...

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