Advertiser: Pringles
Uploaded: March 8
Viral Elements: Humour, Random, inquisitive
As most of you are probably aware, a couple of years ago YouTube launched their TrueView InStream ad format, where users have the option of skipping their preroll after 5 seconds. With the enormous reach and strategic importance of the YouTube platform to campaigns, this has lead to advertisers cutting video ads specifically for this format.
The challenge: Hook your audience in 5 seconds (before they can skip!)
Up to today, I felt the best example of this was Turkish Airlines shameless use of their celebrity front men Lionel Messi and Kobe Bryant (link). However, today I was hooked (line and sinker!) by Pringles’ “Fan vs Flavour” ad:
Having researched, I have seen that this is a slightly different cut than their TV creative, which is (a) slower to start and (b) mentions the brand early.
My gut says that a mention of a brand would have viewers immediately reaching for the “skip”, but I will reserve judgement until I see some more examples. Either way, it will be interesting to see how this trend develops!
/briain
