So...The Burger King marketing team also knows this. But marketers always want to have their cake and eat it, too. So New Zealand agency Colenso BBDO created dozens of variations on a pre-roll ad featuring a couple of bros making fun of pre-roll ads.
Each spot is themed to match the video that viewers are attempting to
watch, and the actors groan in sympathy about having to endure yet
another pre-roll ad. So, they consist, more or less, of a couple of guys
saying "Oh, sorry guy, were you trying to watch that? Burgers!"
The case study video fulfills its reason for being by exaggerating the
effects of the campaign, saying the ads turned "the worst thing on the
internet" into "lolz." Credit to BK and the Auckland agency for making
the best of a bad thing. It's clever, and viewers will probably find it
worthy of a chuckle the first time around. That said, acknowledging
you're an interloper doesn't really excuse it.
It's a smart, interesting, funny and most importantly...clear brand recognition campaign. Well done NZ!
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