A gorgeous TV spot

I’ve been blessed to work with clients in Europe for many years.

European TV often holds commercials until the end of programs, even films, so the main content can be watched uninterrupted, but then there are 15 minutes of commercials back-to-back.

The first time I encountered this, I couldn’t understand why advertisers thought anyone would willingly sit through such a long commercial break, sometimes 20 spots, or more.

But, after a short time there, I found the answer: Many of the TV spots created in Europe are worth watching, like this new one for Guerlain:

If we make commercials worth watching (and hearing) there is no reason to tune out.

That’s a lesson we should have learned a long time ago.