BBC News Online: Sci/Tech

Just a second!

The commercial is so short viewers do not have time to indulge their traditional ad-break activities - like changing channels or making a cup of tea - before it is over.

Master Lock created the high-impact commercial, based on its motto "Tough under fire", to be "zap-proof and snack-proof".

The advert shows a bullet striking a padlock and failing to break it, followed by a close-up of the company logo.

Kim Horneck, of Master Lock, said: "People have a habit of giving up on commercials and this one hits you while you're still getting up out of your chair."

The one-second commercial has provoked enthusiastic debate in the competitive world of US advertising. Many commentators there question whether any useful information can be imparted in such a short time.

Master Lock agrees that blink ads can only reinforce existing brand awareness.

Ms Horneck said: "We have a long history in television advertising and we always finish with our signature 'shot lock'.

"It is an extremely well-known 'icon' and very few companies have something with such instant recognition that would work in this way."

Campaign, the British advertising industry magazine, likened blink ads to sponsorship.

"A one-second commercial could provide the same flashes of awareness that you get from sponsorship of a Formula One car, for example. But I would suggest that sponsorship was the better option," said Online Editor Gordon Macmillan.

Ms Horneck refused to disclose how much a one-second commercial cost. "Let's just say they're cheaper than 15-second ads," she said.

Around 400 Master Lock blink ads have run on US cable stations since 1 June and a further 190 are planned for a Canadian campaign this September.

No other major brands have yet announced plans for their own blink ad campaigns.

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