To help the Swedish automaker roll out its new XC60 line and promote the SUV’s 60-some “feature innovations,” Grey’s Toronto-based office decided to tweak your standard YouTube pre-roll ads we’re used to seeing before every video by replacing them with brief clips touting various XC60 capabilities.
Some more screen shots:
In “6 Billion Hours”–named for the average amount of time humans spend watching stuff on YouTube over the course of a month–a Grey Canada team of creatives, media people and analysts apparently “worked together 24/7” to develop hundreds of XC60 feature pre-rolls.
They are contextually, albeit loosely, tethered to specific trending YouTube themes: twerking, a Justin Bieber clip complete with “make him stop” comments, various weather-related phenomena (hello, XC60 rain sensor!), et cetera.
Grey Canada’s pre-roll creations do a pretty good job of presenting the best and worst of what YouTube has to offer. They even remind us that some comment sections are worse than others…