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If a picture is worth a thousand words, how many is a single frame within a TV spot worth? GE attempts to answer that question with "One Second Theater," a campaign created by interactive agency Blitz and visual effects house Quiet Man that retools GE's "Ecomagination" TV spots—beginning with the popular "Dancin' Elephant" effort—with additional content accessible only by using digital video recording devices like Tivo or visiting onesecondtheater.com. Viewers who pause on the proper frame can unlock exclusive behind-the-scenes goodies, including biographical information on Elli the Elephant and podcasts recorded by the spot's other animal characters. The embedded version of the "Dancin' Elephant" spot will be re-aired on various NBC networks throughout May, with new and improved versions of additional "Ecomagination" commercials planned for later this year.