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Originally published January 31, 2009 at 12:00 AM | Page modified January 31, 2009 at 1:06 AM

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Clam fast: Ivar's half-second Super Bowl ad

Seattle-based Ivar's Seafood Restaurants has purchased what it believes to be the shortest-ever Super Bowl commercial — half a second long.

Seattle Times staff reporter

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View the ad here Sunday: www.ivars.net/index.php?page=ivar-s-half-second-ad

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Blink and you'll miss it.

Seattle-based Ivar's Seafood Restaurants has purchased what it believes to be the shortest-ever Super Bowl commercial — half a second long.

The commercial will appear regionally on KING-TV, the local NBC affiliate airing Sunday's game.

Ivar's advertising agency, Heckler Associates, won't say exactly when the spot will run, what a half-second of airtime costs or precisely what the commercial will show, other than "a flash of iconic imagery and a brief voice-over."

The Ivar's ad will run during one of KING's 5-second "station tags" — time allotted to local affiliates carrying the game.

After the spot airs, it will be posted on the restaurant chain's Web site, www.ivars.net.

The local chain's offbeat, normal-length commercials — including spoofs of "Back to the Future" and "Dances with Wolves" featuring giant clams and a group of rapping fishermen — already are well-known locally.

This isn't the first short-short commercial ever made for the Super Bowl. Last year, the band Eels made a one-second commercial for the big game, but the commercial did not air. Band members said they were told there weren't 29 other sponsors willing to fill the standard 30-second commercial slot.

This year, Miller High Life has a one-second commercial planned to run during the game.

For 30-second national commercial spots this year, advertisers have been paying between $2.4 million and $3 million.

Jack Broom: 206-464-2222 or jbroom@seattletimes.com

Copyright © 2009 The Seattle Times Company

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Comments
I LOVE ME SOME IVARS!!!! Especailly thier claims and fried oysters!!!!!!hmmmmmmmmmm.....  Posted on January 31, 2009 at 10:09 AM by st3v3n206. Jump to comment
Look for half-second ad to premier 4th quarter of the Super Bowl. Visit ivars.net to tell them what you saw, and win!  Posted on January 31, 2009 at 10:12 AM by jimmydoubleu. Jump to comment
I believe in resurgence -- and it's pretty clear that the flame is back on the chowder bar; it's time for reconnection, and making this...  Posted on January 31, 2009 at 2:01 PM by tgirvin. Jump to comment

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