Four Aussie agencies compete to create unique spot for Movember for the YouTube Skippys
Google’s Creative Agency Team has launched its unique creative competition called The YouTube Skippys where four creative agencies ~ The Monkeys, WiTH Collective, Saatchi & Saatchi and Ogilvy ~ battle it out to be crowned winner, letting the work speak for itself.
Each agency was given the same brief, this year from Movember – and asked to create a video ad, which runs on YouTube with an equally targeted and weighted media plan. Then the view-through rate, average watch-time and organic view count is measured for each piece. 
Rather than being judged by a panel of industry experts, the winner will be selected purely based on the performance of the work on YouTube. All
entries will be put to market with an equally targeted and weighted YouTube media plan and work will be measured against view through rate, average watch time and organic view count. The creative which grabs and retains people’s attention the best will be crowned the winner.
Says Ross Jauncey, creative development lead, Google Australia: “YouTube is a platform built for attention, it allows us to better understand which creative Australians are choosing to watch.”
These videos are live now and will run through to September, with the winner to be announced at Brandcast on 26 September.
Says Nicole Hetherington, creative director, WiTH Collective: “The team wanted to come up with an idea that would stop viewers in their tracks. And I think a dog with a moustache, who immediately apologises for sleeping with its best mate’s sister is bound to do just that. But what I particularly love about the idea is that it’s not only funny, but very emotional; really driving home the Movember message: ‘Grow a mo to stop a mate dying too young’.”
Says Toby Harrison, chief strategy officer, Ogilvy Sydney: “Taking part in the Skippy’s has been a tremendous privilege. Firstly, to be able to work with the Movember foundation and assist in what is a brilliant cause, has been both energising and rewarding in equal measure. Additionally, it has been an incredible learning experience.
“This exercise has been a fabulous opportunity to try new things and experiment within the platform. Having all your focus on developing ideas for one specific format is a rare, but very warmly appreciated indulgence. It has changed the way we are approaching ideas and thinking about content. And when you get to do all this for a cause like Movember… well, I cannot recommend it more highly.”
30 Comments
You rekon that talking dog is emotional? Cryptic is a better word to describe it. I’m still trying to work out what the story is.
Well done to all the agencies that took part. Looks like a fun brief and I can’t imagine you got much of a budget. It’s a good charity and some great ideas.
“I can’t taste anything but paint. Every time I eat paint goes in first.”
1.Monkeys spot
2.Ogilvy
3.
4.
Some nice spots in there. Monkeys and Saatchis are clear stand outs but some solid work… Did the agencies have a budget to work to or was this a freebie?
can we all chip in and pay WITH to stop making work? Put that in capitals.
But if I were to judge:
1. Monkeys / Saatchi
2. Not awarded
3. Ogilvy
Shortlist. WITH
Interesting. But I am curious.
Why are they all so loooong? All would be better with their whiskers trimmed.
And why, in spite of the insights from the Ogilvy Chief Strategy Officer, are they all so traditional?
Just straight-out videos. Two mockumentaries. Another interview with death. And the dog one.
Why, since YouTube commissioned then, no clever uses of the media?
No Geico-esqueness?
They are all so trad.
And so loooong.
Half this stuff is better than the work we pay you guys $$$ for. Maybe put some effort into the work that keeps the lights on?
The only that drew me in was the dog, but then I lost interest.
Dog’s my vote
I just spent 10 minutes watching them all so I feel justified in saying, gee they’re really long. My guess is it’s something to do with the watch time metric they’re being judged on. The death one and dog one were real struggles to get through, the death one seemed like a nice concept but just fell flat. The moustache painting was genuinely funny, still felt long but I managed to watch the whole thing and still laugh at the final gag. The do nothing spot is an ok idea and really well executed. Judging by the views though it looks like the moustache art one wins.
Very weak – all of them.
Too loooong?
Too traditional?
Cinema, maybe?
No one apart from the client and those in Adland is going to watch these. They make War and Peace look short and approachable.
The Monkey’s spot by a thousand miles. The others were all painful, especially With’s.
Is it any wonder that the monkeys are doing so well in this market? All the others here that got the same brief are low brow student films??
Sydney is an international city, its time our ads caught up.
What’s wrong with long?
The Monkeys spot has a couple spots on the lens from 1:14. It’s nothing, but something.
They say that it doesn’t matter how long content is, if it’s good people will watch.
In this case the content doesn’t come close to justifying the length. Monkeys and Saatchi had the best ideas, but still 1 minute too long.
The less said about the other two the better.
And is it just me or are With are becoming an advertisement for how not to do advertising? Wtf is Steve Coll still doing there, apart from the $$$ of course.
Clearly a couple of Monkeys staffers on here need to get back to work.
Did you fools really expect anything good to come from WiTH? I guess that’s what happens when you can’t keep a team together for more than 3 months.
These are cool. Ogilvy gets it though, for some quality banter.
Monkeys close second.
But good effort from all. Shows what happens when you take the fucking client out of the mix. They do so bring down the tone of everything.
Don’t you have video tapes to return?
At the end of the day a few angry Sydneysiders may dislike WITH collectives piece, and a few Monkeys employees really like their own work… When it’s all said and done the data will actually show which one was liked most by the target audience, and that will probably be the Ogilvy film.
Interesting. But I am curious.
Why are they all so loooong? All would be better with their whiskers trimmed.
And why, in spite of the insights from the Ogilvy Chief Strategy Officer, are they all so traditional?
Just straight-out videos. Two mockumentaries. Another interview with death. And the dog one.
Why, since YouTube commissioned then, no clever uses of the media?
No Geico-esqueness?
They are all so trad.
And so loooong.
Shit
What, no celebrity named ‘Mo’ in the WiTH spot?
Saatchi’s for the laughs, Monkey’s a tight winner for idea.
Here’s 4 agencies dedicating their time and money to a charity. They had zero budget and yet they somehow pulled of 4 great pieces of content. Well done to all involved and apologies for the sad fuckers on this blog.