APOLOGETIC
PRE-ROLLS
Greenwich wanted to promote its newest offering, Greenwich Take Home Bestsellers, with a series of 6-second unskippable YouTube ads—aka the kind people usually find annoying. But instead of pretending that wasn’t the case, we leaned into it.
Right from the start, our ads straight-up apologized for interrupting. We made the disruption part of the idea, turning a frustrating format into something fun. And by using YouTube’s video sequencing, we turned these bite-sized ads into a playful, self-aware story that kept people watching.
Each pre-roll ad is uniquely crafted, sparking viewers’ curiosity and motivating them to watch more to discover what the others reveal.
"Excuse us for interrupting...
we're just doing out jobs
“Greenwich Take Ho—”
(They got cut off mid-bite as the 6 seconds run out.)
“Greenwich Take Ho—
Oh, you already saw this ad.”