That GIF You Just Shared? It Might Actually Be an Ad

Why brands like Bubly, Converse and Gatorade are getting into looping videos

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Imagine an ad playing on an endless loop—a short narrative crafted to seamlessly, infinitely repeat. Taken at face value, that’s the stuff of nightmares. But you’ve likely already seen dozens of ads made to do just that for brands like Amazon, Bubly, Converse and Gatorade—and you may have already unknowingly shared them. That’s the magic of GIFs. At least, that’s what some of the marketers who see the use of GIFs as ads as a growing creative trend believe.

“Clever marketers are creating GIFs to help consumers express themselves through these humorous, snackable videos which make them a shareable utility versus an ad,” explained Quynh Mai, founder of digital shop Moving Image and Content.



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This story first appeared in the March 26, 2018, issue of Adweek magazine. Click here to subscribe.