We launched a series of pre-roll 5-second YouTube spots for Human, an edgy fashion brand in the Philippines. The ads echoed youth's contempt for advertising. They are also the generation with the shortest attention span, so we wanted to make these short videos something that its audience couldn’t ignore.
In just three weeks, the ads have generated 1,175,706 impressions and half-a-million views on YouTube. Client's original estimated budget for views has been exceeded by 100%. And because they only took five seconds, these "anti-ads" were un-skippable and unavoidable, resulting in 100% viewership.
Client: Golden ABC / Human
Agency: TBWA\Santiago Mangada Puno
Executive Creative Director: Melvin Mangada
Creative Director: Ali Silao
Art Directors: Ali Silao, Pampy Mañalac, Chloe Arevalo
Copywriter: Paolo Salcedo
Managing Director: Portia Catuira
Account Supervisor: Henson Wongaiham
Sunny Lucero, Francis Bagnes, Denise Jose
Director: Nix Lañas
DOP: Francis Ricardo Buhay III
Production Designer: Jeck Cogama
Computer Graphics: Edsel Donald Abesames
Production House: 1door Productions