David Ogilvy Quote
You have only 30 seconds [in a TV commercial]. If you grab attention in the first frame with a visual surprise, you stand a better chance of holding the viewer. People screen out a lot of commercials because they open with something dull... When you advertise fire-extinguishers, open with the fire.
Ogilvy on Advertising, 1985, New York: Vintage Books, p. 111.
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