Shorter attention spans call for shorter films. That’s the premise behind the latest campaign from the Canadian Film Centre to promote its annual CFC Worldwide Short Film Festival.

Created by Toronto agency Doug, the campaign—which picks up on the theme created for last year’s advertising—features TV spots, print ads, and a mock rap music video on YouTube.

According to Doug founder and CCO Doug Robinson, constant over-stimulation has shortened attention spans, which is why the agency settled on the idea that Shorter Is Better.

“We’re talking to an urbanized 20-something crowd who are constantly fed a stream of information,” said Robinson.

As a precursor to the campaign, Doug launched a Facebook page in late April for Critic-Cal, a fictional hip-hop star Robinson calls, “a modern-day rap philosopher.”

Doug and Tattoo Sound & Music created a four-minute YouTube music video for Critic-Cal. In the song, Short Attention Span, Critic-Cal mocks lengthy indulgent films with lines like, “After five minutes my mind begins to rot, because it shouldn’t take an hour to describe the plot,” and “The Godfather’s long, I couldn’t finish it. A 20 minute version might have done the trick.”

Robinson explained the agency wanted to offer viewers entertaining content in addition to ads as part of the campaign, a tactic he thinks will resonate with film buffs.

“We’re not trying to sell a laundry detergent,” he said. “We’re trying to sell a film festival. It’s a different mindset.”

To gain exposure on the web, Doug sent the video to websites like FunnyOrDie, Perez Hilton, and Kontraband.

Shorter 15-, 30- and 60-second versions of the video are currently running on CTV and Alliance specialty channels.

Print ads in line with the Shorter Is Better theme are running in Eye Weekly and National Post, and postcards will be handed out at events leading up to the festival launch on June 16.