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Thirty Seconds

Michael J. Arlen

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Founder connections

  • David OgilvyReading recommendation
    Ogilvy lists Thirty Seconds in the Reading list of Ogilvy on Advertising. He also recommends it in a Chapter 8 endnote for readers who want to learn more about filming commercials.
    Source

Summary

Michael J. Arlen follows the work behind a thirty-second television commercial for the phone company. The account uses that small piece of advertising to examine the people and effort involved in making it: agency staff, directors, editors and other participants. It offers a close look at the advertising industry and how a brief public message takes shape.

  • SourceBehind a TV commercial the blood, sweat, and tears — Hillary Johnson, The Christian Science Monitor · Book review, June 9, 1980; opening paragraphs on Arlen’s 211-page book
  • SourceThirty Seconds—I — Michael J. Arlen, The New Yorker · Original article by Michael J. Arlen, dated October 8, 1979; opening AT&T and N. W. Ayer campaign account

Why read it Our view

Study the work and production coordination required to make an AT&T television commercial.