The idea was to create a cover of “He Ain’t Heavy (He’s My Brother)” that worked to augment the visuals and the story. Not only was it important that the music not upstage the absurd preciousness of the dialog, we needed to create something that would feel intimate in a way that simply using the original recording would not have, all while maintaining some of the song's timeless, vintage charm.

The ads ran primarily as :15 pre-rolls on YouTube. At the end, viewers could click to go directly to the extended version of the ad.

After three weeks, the campaign has over half a million views. Most importantly, the extended versions have almost as many views as the paid :15 pre-rolls. With a 91.7% correlation between paid and unpaid views, that means 9 out of 10 paid views are converted into voluntarily watching the full-length ads.