n an age of DVRs (digital video recorders) where skipping ads is a click away, GE has introduced the One Second Theater (www.ge.com/onesecondtheater), created by BBDO New York, and is available for DVR viewers. The ad appears when the viewer watches one of GE's 'ecomagination' ads, during which one has to pause at the right moment to see the 'One Second Theater' commercial. GE calls it 'bonus' content. One Second Theater is actually a commercial within a commercial.

The commercial is made up of 30 frames per second. If the viewer pauses at the designated moment, he/she can directly access the 'One Second Theater' programme. The first of the series of commercials will take a behind-the-scenes look at GE's classic dancing elephant commercial featuring Elli the elephant. Through the interactive programme, viewers meet Elli and learn how she landed the role, along with the other skilled animals from the commercial. ... more