Burger King knows pre-roll ads are frustrating, instead of avoiding them the fast-food chain’s agency Colenso BBDO made 64.
The full release and video about how Burger King attempted to turn the "worst thing on the internet into LOLZ" are here:
“Youtube ads are a highly effective way to reach young guys. There’s just one problem: they hate them. So instead of making one, Colenso BBDO and Burger King made sixty-four.
Using analysis of media consumption, each pre-roll ad was written specifically to the videos most popular with BK’s target market. Movie trailers, music videos, sports, comedians, compilations, talk shows and more. Sixty-four customised Youtube ads that acknowledged how annoying they were.
The anti pre-roll campaign turned a media placement that consumers loathed into the perfect place to have a conversation.”
CREDITS: CLIENT: Burger King BURGER KING MARKETING: James Woodbridge, Rachel Morriss-Jarvis AGENCY: Colenso BBDO CREATIVE DIRECTOR: Levi Slavin CREATIVE TEAM: Simon Vicars, Brett Colliver GROUP ACCOUNT DIRECTOR: Victoria Graves SENIOR ACCOUNT MANAGER: Anna Holloway DIRECTOR: Helena Brooks PRODUCER: Fraser Brown AGENCY PRODUCER: Katie Knight PRODUCTION COMPANY: Flying Fish MEDIA AGENCY: Y&R