No one pays attention to web banners anymore. So we decided to make a banner that would genuinely stick. And not just figuratively.

The sticky banner appears to show up in YouTube pre-roll ads of other brands, as an overlay banner ad. And the adhesive power of the banner is so strong, that even the characters in the ads can’t escape it.

The videos play out like typical ads, until they get derailed by the sticky banner. In effect, our banner spared viewers the pain of watching another hackneyed ad and got them to laugh instead. We turned a potential source of irritation into a source of entertainment.

In order to create the illusion of a banner interacting with a video, we closely studied the ads that were currently airing on Youtube as pre-roll campaigns.

We retained the cliches, and recreated these videos, while making them look as authentic as possible. The videos were then deployed as regular pre-roll ads on Youtube.

We created these surprising interventions without any tie-ups or complex coding. We simply played within the boundaries set by the platform.

As expected, the very thought of taking the mickey out of hackneyed Youtube ads, resonated with the audience.

The videos fetched us over 13 million views across platforms. We posted the ads on Facebook as well, where they sparked off many conversations, fetching us thousands of shares and over 35,000 likes in under a week.