The thirty-second commercial is fine, actually.

T he received wisdom is that attention is dead and length is a liability. The received wisdom is, as usual, half right and badly applied.

Short formats are excellent at reminding. They are poor at meaning. If a brand has nothing built to remind people of, brevity just makes the emptiness more efficient.

Long-form earns the meaning that short-form later triggers. The thirty-second commercial is fine — provided something, somewhere, did the work of making thirty seconds enough.

— Aikido Agency Editorial.