Kate Spade Wins at Pre-Roll by Letting Anna Kendrick Be Anna Kendrick

Holiday campaign thrives on bite-size versions of 'Waiting Game'

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Even with the buzz around this year's glossy, over-the-top holiday advertising, sometimes the simple stuff works best—at least that's what Kate Spade thinks about its new campaign with Anna Kendrick.

Last month, the brand launched "The Waiting Game"—a two-minute video starring the actress, who gets locked out of her apartment after a day of shopping. Four snippets are running on YouTube as five-second pre-roll ads, geared toward mobile viewers with shorter attention spans than people watching on desktops.

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