Burger King’s ‘Anti Pre-Roll’ Campaign

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.   

Credits

Burger King Marketing
    James Woodbridge
Rachel Morriss-Jarvis
Creative Director    Levi Slavin
Creative Team    Simon Vicars, Brett Colliver
Group Account Director
Senior Account Manager    Victoria Graves
Anna Holloway
Director    Helena Brooks
Producer    Fraser Brown
Agency Producer    Katie Knight
Production Company    Flying Fish
Media Agency    Y&R