What can you do and say with only 5 seconds? Is there enough time to deliver the message? Is anyone going to see it? All good questions and not only does the message have to be simple, but it also has to-- most of all--be effective.
A black cloud can follow an ad agency when, after spending millions in creative production, find that the message missed it's objective. A famous TV spot can win notoriety and national awards, but research has proven that very few of these commercials were useful in identifying the actual product, thereby the entertainment outweighed the message. For instance, back in 1972, there was the famous spot that everyone would repeat over and over again because it was funny and relatable. It was a large man sitting at the dinner table moaning "I can't believe I ate that who-o-o-o-o-ole thing." It became the most used catchphrase in households and dinner parties across the country. The problem was no one connected the ad to the product Alka Seltzer. And a few agency heads were ready to role.
It couldn't be that much of a failure because they remade the spot in 2005 with Peter Boyle and Doris Roberts from the 1996–2005 TV sitcom Everybody Loves Raymond. The difficulty in being eye-catchy and get results in today's media is even harder.
How does this relate to football and only having 5 seconds to send the message to viewers that "trucks can be purchase at Performance Chevrolet?"
I don't know, I'm a baseball fan!
Have a look anyway.