Monthly Archives: video
Telly Award winning ad agency, ON Advertising

ON Advertising Triumphs with Two Telly Awards

Since 1979, the Telly Awards have honored excellence in video and television across the globe, with 2024 marking the 45th Telly Award season. Selected from over thirteen thousand entries worldwide, ON Advertising is thrilled to announce that we have been awarded both a Gold and Silver Telly Award for our client video work titled: Speak Up AZ! | It’s Our Responsibility. This project was led by Eric Garcia, Chief Creative Officer, and Eric Tozzi, Director.

Our Telly Award Win(s)

The two award categories were: GOLD WINNER: SOCIAL IMPACT — REGIONAL TV and SILVER WINNER: HEALTH & SAFETY — REGIONAL TV. Speak Up AZ! | It’s Our Responsibility is a powerful and impactful campaign designed to raise awareness and drive positive change within our community. The Gold Award in the Social Impact category recognizes the video’s effectiveness in addressing important societal issues, while the Silver Award in the Health & Safety category highlights its contribution to promoting health and safety awareness. 

Eric Garcia, Chief Creative Officer, shared his thoughts on this achievement: “Winning these awards is a testament to the hard work and creativity of our team. This project was truly special for us at ON Advertising. Our aim was to educate people on the importance of being a voice for the vulnerable. We believe it’s our obligation to the community to keep ourselves accountable and advocate for those who cannot do so for themselves. This was more than just a project; it was a personal passion to see everyone come together, utilizing the strengths of our entire agency for the greater good of our community.”

Eric Tozzi, who stepped in to direct and edit all of the videos added: “Working on this project was incredibly meaningful. In the video, we wanted to convey the chaos and emotional turmoil that often goes unnoticed. It was an honor to take our creative skills and use them for a greater cause. This project gave us the opportunity to influence and touch people in a profound way. Being able to see the emotional connection and the impact we can make is why we do what we do.”

Our Thanks 

We would like to extend our gratitude to our client, the Arizona Department of Economic Security, and everyone involved in bringing this project to life. These awards inspire us to keep pushing the boundaries of creativity and excellence in all our future endeavors.

Our Commitment to Excellence

At ON Advertising, we believe in the power of storytelling to transform brands and captivate audiences. Our approach combines strategic insight with creative ingenuity, ensuring that every campaign we produce is impactful and memorable. The dual awards for Speak Up AZ! | It’s Our Responsibility are not just a win for our agency but a reflection of our commitment to excellence in advertising.

Watch the Telly Award-Winning Videos

We invite you to experience the magic of Speak Up AZ! | It’s Our Responsibility:

GOLD WINNER can be found here: 

SILVER WINNER can be found here: 

ON Advertising is the largest Minority-Owned Advertising Agency in the Southwest

ON Advertising is now the largest minority-owned agency in the Southwest and we did not get there by accident. It took hard work, long hours, and determination to do excellent work for our clients.  Our brand strategists work synergistically to develop and support successful market influence. Our full-scale consideration of each facet of marketing and advertising operates with clear goals and objectives laid out for each client and their unique needs. 

Our team of thinkers, creatives, and researchers blend their talents to develop a brand that works for you. Whether you are seeking additional advertising advice for your Gen Z audience or any other marketing project, we can make it happen!

Contact us today to learn more about our services and how we can help your business grow to the next level.

A woman holding a filmboard to highlight video ad length

Is Longer Stronger? The Best Video Ad Length

Advertising is hard.  Let’s just start with that.  Advertising is mostly disruptive.  TV viewers are hanging by a thread to see which of their favorite Walking Dead characters Negan is going to off and we are disrupting that to tell them they should switch their current fabric softener. Video ad length plays a large part in reaching consumers attention. As advertising guru Luke Sullivan put it:

Your ad is the comedian who comes on stage before a Rolling Stones concert.  The audience is drunk and they’re angry and they came to see the Stones.  And now a comedian has the microphone.  You had better be great.
(“Hey Whipple, Squeeze This: A Guide to Creating Great Ads,” Luke Sullivan, 1998. John Wiley & Sons Inc.)

This is our workspace – Interrupting your drive home or your favorite show.  Mostly now we annoy people while they wait to watch their favorite movie trailer or DIY video on YouTube.  People bounce in their chair while they wait for that blessed “Skip Ad” button to appear.  Just like the comedian before the Stones concert, we better be good and we better be fast.
Now along comes Ben Jones’ article for with an interesting case study on video ad length (  Their premise makes sense, with ads getting shorter and faster are we really able to create an emotional, dynamic connection with the audience in that short of time?  Wouldn’t a viewer rather watch a longer video they connect with than a shorter, less meaningful ad?  After all, we all remember the now classic Dove Beauty Sketches ( and West Jet Christmas ( ads.  Sometimes more is…well, more.
As Jones points out, there is a high risk/high reward scenario when you play the “long ball.” On the reward side, by creating a longer ad, you can create a stronger emotional connection with the viewer than you typically can with a fifteen or thirty-second ad.  On the tragic miss side, you will spend all of the early time in the ad setting up for the big payoff and will miss out on all of the early brand recognition if the impatient viewer clicks away early.
I really like that this article isn’t creating an argument about whether you should or should not go long or short.  They simply make the argument that, “This media pressure can lead brands to feel like everything needs to be faster, faster, faster…” but “The good news for all of us is that attention spans aren’t simply shrinking down to nothing.”
There are benefits and drawbacks to both short and long videos.  The story should help you dictate which to shoot for.  The Beauty Sketch and West Jest Christmas ideas were fabulous concepts that would have suffered in a shorter form.  However, could you imagine a Dos Equis “Most Interesting Man in the World” ad going on for six minutes?  I don’t care how much you enjoy those ads, six minutes and you will be banging your head against your devise.  It’s like great, aged tequila; it’s meant to be sipped.
Deciding to go long or short is a down-the-line question.  As always, start with your strategy, who are you talking to?  Where will you reach them?  What obstacles stand in the way?  Then you move on to questions about how does what you offer fit what need of theirs?  How do you create a dynamic and meaningful connection between them and your brand?  By answering those great questions, you can begin to mold your creative into a story and that story will help answer the question about going long or short before you even ask the question.
The important takeaway here is that, as Ben Jones points out, the option is there to go long or go short.  Don’t feel as though you need to go shorter and faster simply because that seems to be the trend with video ad length.  Be creative and engaging and meet your audience where they are at.  Do that and you can’t go wrong.
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