Cannes Lions
CUT + RUN, Santa Monica / DR. PEPPER / 2016
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How do you keep people from hating a pre-roll ad they’re forced to watch to the end? You fast-forward through it. The ads begin in a mundane situation then fast-forward to something unexpected. Turning the most annoying 15 seconds in advertising into something so disruptive and entertaining, you’d actually choose to watch more.
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