Short films, fun pieces and product placement in music videos are gaining more dominance in the marketing strategies, Advertising Age reports.

The shrinking attention span of the consumers has forced advertisers to gradually move from 60-second spots to 30-, 15 and even 5. Now the length is making its way back – and beyond – as advertisers are recognising the value of entertainment.

Lady Gaga’s nearly 10-minute video “Telephone” has been the latest long-form hit gaining over 30 million views on YouTube. While the phenomenon is not exactly new, a clear spike in the popularity of long-form ads can definitely be seen, the article states.

Read the full article on Ad Age website

We already have our long-forms

Ad Age listed some of the recent efforts of the brands engaging in long-form advertising.

Pringle of Scotland
The iconic brand presented the spring/summer collection with a film starring Academy Award-winning actress Tilda Swinton, who walks through the Scottish highlands wearing the expensive clothes.

Absolut Vodka
The booze brand created a 15-minute commercial for Absolut featuring Jay-Z. The ad-slash-documentary, which was called NY-Z, was by TBWA/Chiat/Day and directed by Danny Clinch.

Rodarte
Photographer Todd Cole created a thriller-cum-high-fashion drama called “Aanteni” as a way to promote Rodarte’s spring 2010 collection. Set in California on property belonging to PayPal founder Elon Musk, it shows the designer clothing throughout the film.

Nike
In a ploy to reach its fans who are also music lovers, Nike, with the help of agency Wieden & Kennedy, Tokyo, created a three-minute ad that shows us the art of dropping beats using sneakers.

Waitrose
In March, high-end British grocery store chain Waitrose broke an ad that took up an entire three-and-one-half-minute commercial break. It took the form of a mini-cooking show featuring celebrity chefs cooking a meat dish, and offered tips on how consumers can make it.

Kraft Foods
For Lacta, a chocolate brand popular in Greece, Kraft and Ogilvy One crowdsourced a 27-minute branded movie that initially was going to run only online but spurred so much talk that a local TV station offered to air it for free.

Opening Ceremony
Jason Schwartzman and Kirsten Dunst star in a short film featuring clothes by hip store Opening Ceremony and music by Schwartzman’s label, Coconut Records. View the film here: http://creativity-online.com/work/opening-ceremony-non-plus-one/18978