Ford pre-roll ads take hammer to skip ad button to promote Ranger in Southeast Asia
Ford has launched a series of pre-roll ads in which a Ranger pick-up introduces various ways of beating a YouTube skip-ad button.
In one of the series of four executions, created by WPP’s specialist Ford agency Blue Hive, a man picks up a pile of ad skipping buttons and loads them in the back of a Ranger. The line “loading…” features in the background.
In a second video, a Ranger jumps over a metal skipping rope.
A third execution features a Ranger driving over a number of skip ad buttons.
In another of the short videos, a crew of construction workers find various means to fix the ad skip button.
Paul Grubb, the regional executive creative director for Blue Hive ASEAN, told Mumbrella of the importance of creating work that suits the channel in digital marketing.
“As an industry we need to start convincing people to design stuff for the digital platform. Don’t just use repurposed TV ads, they’re not designed for it. You wouldn’t put a poster on TV, would you?” he said.
The above work took two days in a studio to produce, through Ta Films Bangkok.
Credits:
Blue Hive Chief Creative Officer Asia Pacific – Kevin Pereira
Blue Hive Regional ECD ASEAN – Paul Grubb
Art Directors – Roberto Gamero and Naphol Chantapakorn
Copywriter – Paul Grubb
Director – TJ Hall
Production Company – Ta Films Bangkok
I really wanted to like these (especially after grub’s nicely timed editorial piece) but they fell a bit short for me.
The loading ad is probably the best of the lot but the skipping one is nothing but a dreadful pun.
But it’s a good point to make ads that are optimised for the medium…Geico did that well by making 5 second ads you sorta could’t skip.
ReplyNicely done
ReplyNeat!
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