Brilliance of the 30-Second Spot

Woody Allen once said that 89 minutes is the perfect length for a movie.

I think the ad industry may have accidentally stumbled upon the perfect length for a video message when it decided on the 30-second TV spot. It's just enough time to establish a premise, deliver a sales message, throw in a gag, and get out.

Of course, there is no more maligned artifact of "traditional" advertising than