A SLOW AD FOR FAST PEOPLE

TitleA SLOW AD FOR FAST PEOPLE
Brand7-ELEVEN
Product/ServiceB2B
Category D04. Social Behaviour
Entrant ÅKESTAM HOLST Stockholm, SWEDEN
Idea Creation ÅKESTAM HOLST Stockholm, SWEDEN
Media Placement ÅKESTAM HOLST Stockholm, SWEDEN
Production FLICKORNA LARSSON Stockholm, SWEDEN
Credits
Name Company Position
Andreas Karlsson Åkestam Holst NoA Art Director
Noah Bramme Åkestam Holst NoA Copywriter
Frida Norén Åkestam Holst NoA Planner
John Müllersdorf Åkestam Holst NoA Producer
Daniel Smedfors Åkestam Holst NoA Client Director
Daniel Kilgren Flickorna Larsson Sound Production
Joakim Khoury Åkestam Holst NoA Creative Director

View Script

Write a short summary of what happens in the radio or audio work.

Listening to podcasts and audiobooks at rapid speed is the latest trick to devour hours of content in record time. To keep up with the fast listeners, we made "A Slow Ad for Fast People." An unusually slow commercial for 7-Eleven—recorded at half speed—to catch the attention of fast listeners. In the days around Swedish "Cinnamon Bun Day," 7-Eleven sells hundreds of thousands of cinnamon buns. Since a big part of 7-Elevens buns is ordered by companies, we took the opportunity to promote their B2B offers in the spot, which goes under the name "Bun-to-Business." Swedish business people are fond of efficiency and "Fika" (a somewhat simpler and more spontaneous version of the Brits’ afternoon tea tradition). Therefore we direct this spot towards business podcasts, where many listeners are speeding up their content. This way, we targeted the right people with the right offer.

Translation. Provide a full English translation of any audio.

No translation is needed.

Please tell us about the social behaviour that inspired the work

Most of us are familiar with binge-watching and speed reading, but there’s a relatively new mode of conspicuous consumption that’s emerged in recent years: podfasting. First profiled in 2017, podfasters love listening to podcasts so much that they’re speeding them up in order to fit more into their day. A study published in January 2021 by the Statista Research Department shows that 26% of all podcast listeners play their podcasts at an increasing pace. The fact that more and more people are listening to podcasts at a higher speed can be seen as a positive evolution for advertisers, as fast listeners are less likely to skip past the ads. But when rushing through the ads, there is a significant risk that the recipient will miss the message. That inspired us to make a podcast spot — with a relevant offer for the target audience — that couldn’t be skimmed through.