By Matthew Davies

Received wisdom in the information age is that attention spans are getting shorter. Advertisers try to combat this by squeezing every second of that attention for maximum value. But at the same time, we go on eight-hour binges to catch up on Narcos. The problem isn’t the attention span, it’s capturing it.

When it comes to expensive, long-lasting products like cars, the experience of the ad is more important than the information it provides – people buy new cars because of what it says about them, not because of the new headlights. This begs for a cinematic approach. <a target=_blank href="https://youtu.be/QMTBTm30JR8" Read full story ›

Source: The Drum