This one-second commercial for Miller Beer shows how you can very quickly convey brand information and "ask for the order."
Commercials have been getting shorter since the 1950s. Television time is expensive. And, in the Information Age, we want our information and we want it now. Just give it to us so we can move on.
Mobile devices work best with short bursts of information, and advertising can play a role in paying the freight. We will be seeing more one-second spots.
For more on how psychological theory informs the development of better advertising, please see Strategic Power of the Theory of Planned Behavior.