Clinic Puts Boring Preroll on Popular Videos Because It Doesn’t Want Anything ‘Going Viral’

MedExpress vs. the viewer

Advertisers have been doing clever stuff with preroll ads for a while. We had Geico's unstoppable prerolls. And now, we have a health clinic that made incredibly boring preroll ads—in an effort to stop the videos after them from going viral.

What's the point? MedExpress stops viral infections at its urgent-care clinics. So, it wants to stop popular videos from going viral on the Internet, too. Yes, it's a bit of a stretch—but a fun enough idea from ad agency Fitzgerald & Co.

Check out the case study below to see how it worked—along with some of the prerolls themselves. The only downside, of course, is that people might not take too kindly to boring, irritating ads—however clever the concept might be.

The case study:


The prerolls:


Client: MedExpress

CMO: Julie Penn

VP Marketing: Steven Sarfin

Brand Manager: Belinda Carter

Agency: Fitzgerald & CO

CCO: Noel Cottrell

GCD/CW: Mitch Bennett

GCD/AD: Wes Whitener

Director of Production: Christine Sigety

Account Director: Helen Bautista

Production Company: Holiday Films /Arts & Sciences/ Nimble Content

Directors: Adam & Dave

Executive Producer: Mal Ward

Executive Producer: Derek Sewell

Producer: Andrew Lynch

DP: Vinit Borison

Editorial: 83 Pictures

Editor: Matt Kloske

Producer: Andrew Lynch

Assistant Editor: Peter Hatch

Colorist: Brett Blackwell