Hasta La Creative!

Charlie Chaplin may be the future of advertising, at least as Chris Pape sees it.

As exec creative director at the Interpublic agency Genuine Interactive, Mr. Pape is creating a growing number of Facebook videos for brands such as Lysol, K-Y, Airborne, Amop footcare and Wellness pet food. And it’s become clear that he has three seconds at most to grab the attention of users restlessly scrolling through their news feeds … without sound.

Facebook’s default video setting is autoplay, but muted. And 65% of its video views are on mobile devices, where users impatiently thumb their way down the small screen, stopping for more than a moment only when they encounter something they like. That means marketers’ clips have to be able to catch consumers’ attention both quickly and silently.

Continue reading at AdAge.com