People watching pre-roll ads see the skip button as a distraction. So we took this insight and made it a distraction for the driver in the ad as well. In doing so, we let the Auto Emergency Braking with Pedestrian Detection be the hero of the story. The ad shows a driver trying to hit the skip button that appears organically in the pre-roll ad. The longer it’s there, the more and more he gets distracted by it and the more and more he keeps hitting it, until…screech… the car stops. Hyundai’s Auto Emergency Braking with Pedestrian Detection has stopped the man from running over a mother and daughter. He sheepishly apologizes, takes a breath and hits the skip button a final time, marking the end of the 15-second film.

Our "Skip" ad was developed with publishers in mind that allow viewers to skip ads after 5 seconds. Rather than search for a workaround to the native skip button that most consumers opt for as soon as they are able, we embraced it.

Our ad consists of a driver being distracted by YouTube's native 'Skip' button, breaking the fourth wall. He tries to hit it, not realizing his environment is separated from the viewer's. Just then, a little girl runs into the street with her mother following, oblivious to the imminent danger. Fortunately, the 2017 Elantra offers class-exclusive Automatic Emergency Braking with Pedestrian Detection, which, upon identifying a pedestrian before it, will come to a complete stop.

The spot was shot as if from a passenger’s POV in the back seat, allowing viewers a unique view of a jarring situation that was avoided due to the 2017 Elantra’s advanced safety.

Completion Rates for the :15 spot

- 25% Completed – 93%

- 50% Completed – 86%

- 75% Completed – 82%

- 100% Completed – 79%

The average completion rate for :15 TrueView skippable content on YouTube is only 55%. As you can see above, our ‘Skip’ ad is performing at a whopping 79%, a 24% increase in completed views.