I love clever ideas.
I also admire the people behind brands, or people at the brand’s agency , who can make a clever connection between something not obviously related to the brand and create a piece of work that is smart and engaging.
When we were running DBM we were constantly asked to come up with media “firsts” so when you do get one it makes it all the more appealing.
This is from an Australian Health Insurance company Medibank and their agency Whybin TBWA Melbourne.
The idea is that 94% of people apparently skip ads when they can and they used that to great effect.
When you click to Skip the young lady skips faster.