Creative agency Brave has a new pre-roll campaign for EAT which cleverly utilizes the “Skip Ad” button.
The spot begins with the message “Don’t Skip Breakfast” as a man unwraps a breakfast sandwich. Then, the word “Don’t” appears over the “Skip Ad” button, as a way to get people to stick around which also ties in with the message. Viewers who make it all the way through are told “Well done breakfast lover!” and offered a coupon for EAT’s hot bacon roll. While certainly not the first or best use of the “Skip Ad” button we’ve seen, Brave found a clever way to get people to not press the skip button (not an easy thing to do), and maybe think twice about skipping breakfast while they’re at it.