Can't Sit Through a :30? How About a Five-Minute Ad?†

Brandweek, March 19, 2007 — Corporate videos aren't most people's idea of must-see TV, but a few brands are betting that consumers will seek them out on the Web. everal companies—including Hitachi, The Home Depot and IBM—are producing brief Internet-based documentaries in order to present their products and capabilities, tinged with touches of humanity. Subtlety is the watchword: In some of the videos making the rounds, the brand is not mentioned until two minutes in.