One Second Theater

It is likely that you have seen one of GE's Ecomagination commercials. The most popular one features an elephant in a rainforest dancing to "Singing in the Rain." The commercial is absolutely adorable, but it also contains a secret hidden feature.

In the second between the animals dancing and the GE logo(s) appearing, GE embedded their One Second Theater. If you are a fortunate TiVo owner (or any other DVR for that matter), you can watch this mini-movie because you can pause live TV and fast forward one frame at a time. And since you're wondering... One second of TV time = 30 frames. For example, the commercial with the dancing elephant (her name is Elli) features bios on the different cast members - very funny.

This is an awesome way to appeal to people who like to think they are smart enough (cough, cough) to catch them. Don't have a DVR? You can go to the One Second Theater website and watch the movies. Also on the site: you can become Elli's friend by linking to her MySpace page.

The marketing campaign was developed by BBDO. Their website showcases some of their largest clients and demonstrates the progressive marketing techniques they employ.