There is a growing trend by marketers towards creating complex mini-movie adverts such as this one for Johnny Walker Blue:
But creating an awareness of it by having a shortened version for television is perhaps not the best way of driving people to look it up on the internet, says Jonathan Cherry. He says that the incentive for the viewer to make the extra effort to look up the full online version just isn't there.
And he has noticed that more advertisers are doing this, but he's not sure why.
Pick of the week:
Listen to the full conversation here: