BANGKOK – Brands and agencies alike have been spending sleepless nights in the office, squeezing out buckets of creative juices thinking of ideas on how they can overcome the mighty skip ad button on Youtube.
In 2015, GEICO released a series of ads you can’t skip, marking the birth of the ‘unskippable’ concept.
That’s what Ford Ranger is trying to do in these pre-roll ads created by Blue Hive ASEAN. Unlike the GEICO unskippable ads which are intentionally curtailed to fit the five-second window time before a user can skip the ad on YouTube, Ford Ranger tries to capture your attention at the onset by playing with the ‘skip ad’ button itself which comes in at about 3-4 seconds into the video.
Blue Hive ASEAN released four different pre-roll ads:
Jump rope
Obstacle
Load
Construction
“The brief was simply to dramatize the toughness of Ford Ranger. I wanted to create advertising designed specifically for the media, as opposed to the usual – plonking the TV commercial online,” said Paul Grubb, Regional Executive Creative Director, Blue Hive ASEAN.
