From Media Works / Ad Age about Belgian product OneSecond Breath Gel -
"... with a limited budget, OneSecond needed some fast-acting media to
launch in Belgium, and Duval Guillaume and Initiative came up with an
appropriate media strategy.
To launch OneSecond, Initiative booked TV spots that lasted just one-second -- a literal interpretation of the brand name."
Link to the Media Works article.
The article doesn't discuss the cost of a one second ad compared to a thirty second, but it's safe to assume it's not 1/30th. The article also doesn't really speak to the effectiveness of the strategy. But, it was a creative idea.
To view the one, two, and ten second TV ads click here.
Info about the product from the OneSecond website - "OneSecond is a sugar free mouth refreshing gel. The gel dissolves
instantly in your mouth coating your palate leaving a long lasting
freshness. Its high flavour concentrations will go through your nose
and help clear it if you have a cold or hay fever."