The Longest Five Seconds On The Internet.
The longest five seconds on the internet are the five seconds you spend watching that tiny corner countdown to the moment when you can skip the pre-roll ad on YouTube and focus on watching what you were looking for in the first place.
So Stella Artois, there's really no sense in serving up a version of your advertising that starts with five seconds of moody silence.
Because if you don't grab the passing viewers attention in those first five seconds, they're never going to see second six. It's basic stuff. Tailor your marketing to where it's received and not to the client's boardroom.