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.