Burger King Rules the Pre-Roll World

If you can’t beat ‘em, join ‘em. In Burger King’s case, instead of beating users over the head with interruptive, boring pre-roll ads, the commercial actors join the hordes of people who hate pre-rolls and voice some complaints of their own.

New Zealand agency Colenso BBDO created 64 pre-roll spots, each one specific to the video it was delaying. From crazy animal attacks, to screaming goat videos the two Burger King ‘bros’ whine that the viewer just wants to watch the video, “but nooooo, they have to sit through an ad.”

In my last post, I discussed pre-rolls as the future of mobile video advertising and encouraged brands to get creative. This is exactly what I was looking for—unique content that is going to resonate with viewers. The video above has already shown up on Adweek, MediaPost and other prominent marketing websites. It has earned over 6,000 YouTube views in two days and social shares are in the hundreds.

Let’s face it. As much as people hate pre-roll ads, they aren’t going anywhere. In a recent study from YuMe and U.K.-based research company Decipher, they found that pre-roll video ads are superior to banner ads when it comes to favorability, brand association & engagement, and intent to purchase advertised product.

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Even though video viewers dread pre-roll ads, they have generated significant benefits for brands. Some advertisers have, however, taken note of this widespread pre-roll disdain and acted accordingly. The ad below from VW does “the most boring thing in the internet for you.”

This ad from Superdrug in the U.K. uses the first five seconds of a skippable pre-roll to send a clear message. The clip continues and is sprinkled with humor as the actress encourages viewers to skip the ad and view the dancing cat video they originally selected.

For now, Burger King rules the pre-roll world. As more brands tailor marketing content for pre-roll audiences, we should see a slew of creative videos either poking fun at pre-rolls or working with the skippable time-limit.

Let us know if you’ve seen any other spectacular pre-roll videos worth sharing!

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