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At a time when ads are being trimmed to accommodate Snapchat and Vine, some marketers instead are playing the long game, serving up spots that run 15 minutes or more. Moët & Chandon, JetBlue, Johnnie Walker, Canada Goose and American Girl all released short films in the last few weeks featuring A-listers either in front of or behind the camera.
The strategy, say marketers, is simply to offer entertaining content consumers would be more apt to engage with.