CreativityNetflix’s Clever YouTube Prerolls Use Your Searches to Cue Up Specific Scenes From ‘Friends’Ogilvy Paris tags thousands of top videosBy Tim Nudd|March 28, 2016 ShareBy Tim Nudd|March 28, 2016 Share How do you make a sitcom like Friends, which went off the air 12 years ago—a year before YouTube even existed—seem relevant to YouTube users today? If you're Netflix, which recently acquired the rights to stream all 10 seasons (that 236 episodes), you launch responsive preroll ads that take a user's search terms and dig up particular scenes from the show that are somehow related. See how the clever campaign, from Ogilvy Paris, worked in this case-study video: Ogilvy says it tagged thousands of YouTube's top searched videos in creating the campaign, and claims it's the first of its kind in the category. Ogilvy Paris has a history of doing novel campaigns for Netflix, including this one from 2014 that brought GIF to out-of-home ads. CREDITS Client: Netflix Project: The Friendly Preroll Campaign Agency: Ogilvy Paris Directeur Général: Philip Heimann Executive Creative Director: Baptiste Clinet Creative Director: Nicolas Lautier Creative Team: David Martinangelus (ACD), Erika Reyes & Mateo Fernandez (AD) Business Director: Anne-Sophie Carbo Account Supervisor: Nadia Lasfar Head of Strategic Planning: Alexandra Mimoun Strategic Planner: Amélie Delacour Head of Integrated Production: Antoine Bagot Production Company: Fighting Fish Media agency: Google Adweek Adweek