Ever seen a one second commercial? Maybe you've seen the first ever one second commercial that hit the airwaves in 1998 for Master Lock. The one second ad was a super-mini version of the long running, already established "Tough under fire" campaign.

One Second Breath Freshener took its one second commercial and bought space in every commercial break on every station in Belgium. That gave the one second commercial 500 times of air play in a single day.

Can a one second commercial be effective? You be the judge.

• Just a Sec: One Second Commercial