Brands love YouTube pre-roll ads for reaching target audiences at scale. The young males Burger King wants to reach, however, hate those ads. So, Colenso BBDO and Burger King chose to make 64 highly customized ads written for each type of video favored by the young male demo Burger King wants to reach — comedy, sports, music videos, movie trailers and more — that show off the burger chain’s empathy and sense of humor.
The ads directly acknowledge how annoying they are. Two young guys sit around a Burger King table and lament the fact that the male viewer is stuck watching an ad when all he really wants to do is watch a “graphic animal attack,” “screaming goats”, “Jimmy Fallon clip”, “music video” or one of the other 64 types of videos.
The ads close with one of the guys flicking his hands at an offer graphic saying, “Stupid incredible deal”. It may be one BK’s audience will find hard to resist.
Hat tip: LBBOnline