ThinkTV’s ’17 second challenge’ for media agency teams

ThinkTV is inviting New Zealand media agency professionals to step out from behind the media plan and into the creative spotlight.

The ThinkTV ’17 second challenge’ is a nationwide competition asking media agency teams to create the opening 17 seconds of a television commercial designed to do one thing exceptionally well: keep people watching.

If you’ve seen ThinkTV’s recent attention campaign, you’ll know we’ve spent a lot of time exploring the importance of those opening moments, says ThinkTV general manager communications Jacqueline Freeman.

Just 17 seconds and an idea

The first 17 seconds are where curiosity is sparked, attention is captured and viewers decide whether to stay engaged.

ThinkTV is handing that challenge to the industry: no brand, no product and no mandatory message. Just 17 seconds and an idea.

In fact, it may be the most open creative brief you’ll ever receive, they say.

The winning entry will become part of a nationally broadcast ThinkTV television campaign airing across TVNZ and Sky, giving the winning team the opportunity to see their idea on television screens across New Zealand.

Put your skills to test

Freeman says: “Media agencies spend their lives evaluating creativity, understanding audiences and helping brands connect with people.

“We wanted to give media agency people the opportunity to put those skills to the test themselves. It’s a chance to have some fun, back their instincts and create something that could end up on television across New Zealand.”

The competition is open exclusively to New Zealand media agency employees. Entries can be filmed on a phone, shot professionally or created using approved AI tools.

So write yourself an ad. Then shoot it on your phone, borrow a camera, experiment with AI tools responsibly or call your Hollywood director friend. “Whatever works,” says Freeman.

The winner will be the entry that best keeps viewers watching right to the end.

Entries close at 5pm on Monday July 20.

Media agencies interested in learning more about the challenge or requesting entry information can contact Jacqueline Freeman at [email protected]