YouTube Skippys – an annual competition Google’s creative development team runs to test what makes an ad unskippable – has unveiled the four finalists for 2018.
Four creative agencies are in the hunt this year that include 72andSunny, BMF, Ogilvy and CHE Proximity.
Each agency was given the same brief – this year from MONA (Hobart’s Museum of Old And New Art) – and asked to create a two-minute video ad which runs on YouTube with an equally targeted and weighted media plan.
The videos will remain live for the month of September with the winner announced in early October. Check out the four vying entires below:
Commenting on the Skippys, Vix Berthinussen, creative development lead at Google Australia, said: “For us it’s about the piece of creative which not only grabs the attention of the viewer in the skippable ad format but also retains it.”
Robbie Brammall, Mona’s director of marketing and communications, said: “David (the museum owner) loves a glorious failure, and was adamant these would all be shit. They’re not. He’ll probably be disappointed.”
Micha Walker, ECD, 72andSunny Sydney added: “Having a chance to play with two great brands like Google and Mona, has been good times. Hopefully our simple entry keeps folks interested. Big thanks to Finch and all the folks who helped make it happen.”
Chris Berents, creative lead at BMF, said: “When we found out what Mona really thought of advertising, we thought about approaching the competition differently. It was a huge team effort and a great honour to work with Mona and Google, two giants in their fields. Good luck to all involved. We can’t wait to see what we are up against.”