The term and concept were used in the 1985 film Max Headroom: 20 Minutes into the Future and in Blipverts, the first episode of the 1987 science fiction television show Max Headroom. In the film and TV show, "blipverts" were new high-speed, concentrated, high-intensity television commercials lasting about three seconds. Their purpose was to prevent the channel-switching that may occur during standard-length commercials. They were invented as a MacGuffin to drive the plot.
Real-life examples of compressed advertising
Real life advertisements have been cited as benefiting from a "blipvert effect", in which viewers recall the advertisements better.
Master Lock, which had already made the image of a padlock shot by a sharpshooter into a lasting advertising image with their ad in the Super Bowl in 1974, incorporated that video image, along with its logo, in a one-second-long television commercial in 1998. Advertising Age, in describing why the concept did not catch on, said that is "difficult to do much with a one-second ad".
In May 2006, GE introduced "One Second Theater", television commercials with additional material included as individual frames in the last second of the ad, for frame-by-frame viewing with digital video recorders. When viewed at normal speed, the frames flash by rapidly, much like blipverts.
Miller Brewing Company aired a one-second ad during the Super Bowl XLIII football game in February 2009. The ad featured Windell Middlebrooks, who had been featured in Miller High Life ads since 2006, standing in a warehouse filled with High Life boxes and quickly shouting "High Life!"
- Ang, Lawrence (2014). Principles of Integrated Marketing Communications. Cambridge University Press. p. 120. ISBN 9781107664081.
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- Atkinson, Terry (1987-05-05). "The Mixed-up World Of Max Headroom Creators". Los Angeles Times. Retrieved 2016-07-07.
- Cecil, John (2012). Online Video Revolution: How to Reinvent and Market Your Business Using Video. Palgrave Macmillan. p. 30. ISBN 9781137511249.
- Time, "Blink Of An Ad" Time.com Retrieved on 04-24-07
- Steinberg, Brian (2011-04-18). "12 Minutes, 10 Ideas That Tried to Change TV Ad Time Forever". Advertising Age. Retrieved 2016-07-07.
- Mavity, Ryan. Cape Gazette. "Middlebrooks delivers the High Life to Coastal Delaware[permanent dead link]. Aug. 27, 2009.