These are the top rated ads from each of the years on Campaign's website.
1983 advert for British Airways 'Manhattan' by Saatchi and Saatchi. Time: 1.31
1999 advert for Guinness 'Surfer' by Abbott Mead Vickers BBDO. Time: 1.01
2007 advert for Ministry of Transport Finland 'crash test dummies' by Publicis Finland. Time: 1.00
2008 ad Save the Children 'clever' by Wieden & Kennedy. Time: 0.31.
2009 ad for Hula Hoops 'A Hole World of their Own' by Publicis. Time 0.30.
2010 ad for Old Spice 'Questions' by Wieden & Kennedy. Time: 0.30.
It can be seen that the top rated ads do get shorter in length, however there are none up there that are less than 30 seconds long.
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