And thats supposed to get the users attention. Unlike the general reaction of consumers who are bombarded with commercials, an extremely short commercial is actually supposed to grab our attention and want us to watch it again. Except to do so, you would need a digital video recorder (DVR). Audi says that more than 65% of its target audience has these so its not a problem. The 0.2 seconds hints on the time required for the TT Roadster to shift from one gear to another.

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When the ad is played back at the slower speed, a series of images goes by showing that the gear-shifts happen faster than a snakebite or the formation of a raindrop. Coke and GE have also tried the same idea with success.

The 0.2 second ad in real time:

And the same commercial slowed down for us dimwits: