EUROPEAN MARKETER LAUNCHES ONE-SECOND TV COMMERCIAL

One Second, a new breath freshener in the form of a menthol gel, launched today in Belgium with a TV commercial lasting just one second.

The spot, by independent agency Duval Guillaume of Antwerp, was scheduled to air during every ad break on every TV channel in Belgium throughout the day.

"Since One Second is a small company with big ambitions, DGA had to think of a way to create rumor around the new product without it costing a lot," said Katia Strauwen, an account director at the agency. "So we decided to make the fastest, shortest commercial ever."

One Second works by putting a drop of the menthol gel on a finger and then applying it to the tongue. Within one second it claims to provide freshness that lasts 20 to 30 minutes. Laurent Mercier, a former executive at Italian confectionery giant Perfetti Van Melle created the breath freshner.

Link: EUROPEAN MARKETER LAUNCHES ONE-SECOND TV COMMERCIAL.