Recently there have been some incredible campaigns designed to captivate the viewer within the first second. It doesn’t start with that goal in mind, once it gets to the creative stage of development it’s all hands on deck to make it happen.
Any successful marketing begins with the audience, once you know where your ideal audience is congregating (where your audiences attention is, i.e YouTube, Facebook etc) you can craft that perfect intro to your story while considering the medium of each platform you will advertise on.
Just think about the viewer when creating your next ad, what we mean is that you need to just get those key points out to them instantly. Once they know what the ad is about, they can decide if they want to watch it. You cannot tell an amazingly life-changing story in under a second. What you can do is be as informative and creative in the first second as you can be.
It starts with the customer in mind and ends with the customer in mind.