Last but not least: Faster than the GTI allows
The ads that play before YouTube videos can’t be skipped until a few seconds have passed—a real ordeal for most users. DDB turned the tables for the new Golf GTI.
Actually, YouTube’s five-second skip window is quite generous compared to other platforms, which keep viewers in suspense for much longer. It’s a little surprising, though, that most of the ads shown on the video platform don’t reveal the advertising message until near the end—by which time an estimated 95 percent of users have already and couldn’t even say which product was being advertised during those four half-heartedly watched seconds.
The Spanish agency DDB has taken a creative approach to this "skip" culture and produced an ad for the new Golf GTI that’s hard to skip—because it lasts only about two seconds. Too fast—even for the fastest skippers. (hae)
