YouTube Partners With Creative Agencies to Pitch Its 6-Second Ad Format at Sundance

BBDO and Droga5 are among those participating

YouTube wants brands to understand the value of short-form storytelling in a mobile world. That's why the company has created an activation to showcase its six-second ad format at the Sundance Film Festival in Park City, Utah.

Kicking off today, attendees will be able to see 10 six-second films—five from up-and-coming filmmakers and five from creative agencies—at the YouTube House until Jan. 24.

YouTube will also have a special gallery opening on Jan. 21 from 4-7 p.m., where the company's "agency and brand partners can get a special hands-on experience, meet the filmmakers, and hear directly from YouTube's global marketing director, Lucinda Barlow," explained Tara Walpert Levy, vp of agency sales for YouTube. 

Droga5, Mother, Leo Burnett, BBDO and TBWA are the creative agencies behind five of the six-second films. Brands attending the showcase include Samsung, NBC, Nestle, Amazon, Visa, Showtime, Hulu, Gap, Viacom, Sony, Microsoft, Chase and Amex. Representatives from Omnicom, Publicis, IPG and WPP are also expected to attend. 

"A cross-screen world offers brands new ways to connect with people across every moment of their day," said Levy. "To do so effectively, however, brands must engage in non-traditional ways of storytelling to match the non-traditional consumer behavior."

She continued: "People are willing—and sometimes eager—to choose to engage with longer-form content but brands also need to be able to weave in effective shorter-form messages to guarantee exposure alongside a positive brand experience."

For YouTube, the Sundance activation is a way to get brands to see "different examples of powerful six-second films, [so that] brands and agencies will be inspired, and gain a few nuggets of ideas to build from, to evolve their storytelling for a mobile world as they head into the New Year," said Levy.