Burger King pokes fun at pre-rolls by launching sixty-four of them via Colenso BBDO, Auckland
YouTube ads are a highly effective way to reach young guys. There’s just one problem: they hate them. So instead of making one, Colenso BBDO and Burger King made sixty-four.
Using analysis of media consumption, each pre-roll ad was written specifically to the videos most popular with BK’s target market. Movie trailers, music videos, sports, comedians, compilations, talk shows and more. Sixty-four customised Youtube ads that acknowledged how annoying they were. The anti pre-roll campaign turned a media placement that consumers loathed into the perfect place to have a conversation.
Burger King Marketing – James Woodbridge
Burger King Marketing – Rachel Morriss-Jarvis
Creative Director – Levi Slavin
Creative Team – Simon Vicars, Brett Colliver
Group Account Director – Victoria Graves
Senior Account Manager – Anna Holloway
Director – Helena Brooks
Producer – Fraser Brown
Agency Producer – Katie Knight
Production Company – Flying Fish
Media Agency – Y&R
7 Comments
Good. Lolz
Yeah, na.
Still rubbish.
… I still hate pre-rolls.
Smart. Love it.
They’ll still piss people off.
Pre-rolls that poke fun at pre-rolls whilst still being a pre-roll.
That was a genius idea – the first time it was done. Most pre-rolls have been doing this for a while. Yawn.
Makes for a great media entry. Smart idea