# 6s Bumper — Format

> Ultra-short non-skippable YouTube ad. One image + one idea + brand.

## Format basics

- Length: exactly 6 seconds
- Non-skippable on YouTube
- Single message format
- Brand-recognition focused
- Often part of campaign with longer companion spot

## Structure

```
0-2s    SETUP / HOOK
        Visual grab
        Context

2-4s    BRAND / PRODUCT
        Brand front and center
        Single message

4-6s    CTA / SIGN-OFF
        Tagline
        Logo
        Optional URL
```

## The 6s constraint

You cannot:
- Tell story
- Explain features
- Build emotion gradually

You can:
- Make one impression
- Plant brand recognition
- Reinforce existing campaign

## Sample 6s bumper

```
TITLE: "Karavan — 6s Bumper"

CLOSE-UP: Coffee bean falling into grinder, slow motion.
(0-2s)

CUT TO:
Karavan-branded coffee mug, steam rising, sunlight through window.
(2-4s)

V.O.
Karavan. Bold mornings.

KARAVAN LOGO + URL: karavan.az
(4-6s)
```

## Best uses

### Campaign reinforcement
After viewing 30s/60s spot elsewhere, bumper reminds.

### Brand recognition
Repeat exposure builds familiarity.

### Product launch reminder
"New Karavan flavor — out now"

### Event/sale reminder
"Karavan Black Friday — Saturday only"

## Hook strategies

### Single striking image
- Hero product shot
- Aspirational moment
- Brand-color saturation

### Movement
- Product in motion
- Liquid pouring
- Object falling

### Pattern recognition
- Recognizable scenario in 1 second
- Audience completes mental story

## Common mistakes

- Trying to tell story in 6s
- Multiple beats
- Brand too small / late
- Cluttered visuals
- Silence (use sound for impact)

## Audio design

6s = brand sting + minimal VO:
- Iconic music sting (3-5 notes)
- Single VO line
- Sound effect punch

## Pairs well with

- 30s/60s longer ad in campaign
- Episodic series (each bumper a beat)
- Direct response with simple offer
