Trevor Beattie – the brain box behind Wonderbra’s Hello Boys campaign – recently declared the 30 second TV ad to be dead.

“It’s too long, it’s bullshit”

Charming.

And wholly wrong.

Yes, we humans have terribly short attention spans. And yes, everyone hates advertising – it gets in the way of stuff. But TV advertising is still demonstrably effective.

We can’t say the same about digital advertising, though.

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