​



Don't fall into the common trap of using this ineffective formula:
- Start by showing something unusual/eye-catching (not a bad way to start!!)
- Maintain a reasonably good level of engagement over the next 10-20" or so
- Keep going for another 30+ seconds, believing (wrongly) that the ad is so engaging that most viewers will continue watching the ad to the very end
- Reveal the brand in the final 5 seconds, hoping that viewers are so keen to discover which brand the ad is for, they will not skip/scroll past the ad (or go and make a cup of tea) until they find out.

This approach is misguided IMO.

Advertising industry luminary Paul Feldwick looks into why ad agencies still produce ads like this in his article 'Come back Whipple, all is forgiven'.