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Anup Oommen
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Death of the 30-second spot: Is the creative industry clinging to a relic?

Anup Oommen
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Publicis Communications KSA's Adel Baraja bids adieu to the '30-second reign of terror' and calls for brands to invest in narratives that invite audiences in, spark engagement, and cultivate lasting emotional connections.

Adel Baraja, CEO, Publicis Communications – KSA bids adieu to the 30-second advertisement.

Let’s face it: the 30-second advertisement is a cultural relic from a bygone era. Brands have clung to this format like a security blanket, convinced that the quick punch of a catchy jingle or a clever tagline can still cut through the noise.

But in an age of TikTok, Snapchat, and endless scrolling, the notion that brevity equates to impact is not only outdated – it’s dangerously misguided. The creative industry must confront an uncomfortable truth: the 30-second spot is not just fading; it’s becoming irrelevant.

The wor


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Tags:30 second spotAdel Barajaauthenticitycontentcreative industryCulturedepthEngagementinformationInstagramlayered storiesoversaturationProductionPublicis Communications KSAPublicis GroupeSaudi ArabiaSaudi focusSaudiFocusSnapchatTikTokYouTube
the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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