YouTube is bullish on the unskippable six-second pre-roll ads it unveiled last year, and another big festival has afforded the video site another opportunity to promote its pet format. At SXSW, YouTube shared 19 six-second ads created by major ad agencies, with each spot retelling a famous literary work.
YouTube brought the six-second challenge to its agency partners, who all responded in their own ways. Some went with fairly straightforward approaches, but the harsh time limitation required a certain amount of ingenuity in all cases. Wieden+Kennedy, the shop behind memorable Old Spice and Espn ads, brought humor to the story of Dracula. Other agencies, such J. Walter Thompson, decided to wow viewers with flashy visuals linked to stories like On The Origin of Species.
"This was eye-opening," said Wieden+Kennedy creative director Craig Allen. "If I got a brief to do a six-second ad I would be pretty bummed, but...
YouTube brought the six-second challenge to its agency partners, who all responded in their own ways. Some went with fairly straightforward approaches, but the harsh time limitation required a certain amount of ingenuity in all cases. Wieden+Kennedy, the shop behind memorable Old Spice and Espn ads, brought humor to the story of Dracula. Other agencies, such J. Walter Thompson, decided to wow viewers with flashy visuals linked to stories like On The Origin of Species.
"This was eye-opening," said Wieden+Kennedy creative director Craig Allen. "If I got a brief to do a six-second ad I would be pretty bummed, but...
- 3/13/2017
- by Sam Gutelle
- Tubefilter.com
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