LG Uplus, Korean telecommunication service, introduced a truly unlimited mobile plan with unlimited data usage speed and capacity. Existing plans from other telecom service stated their service plan as unlimited but were tailed with various conditions of use. Therefore, we came up with an advertising idea to lead the consumers to use of our mobile plan by showing them how limited services can annoy a viewer when they are watching the most crucial moments of their favorite entertainments.

Many companies today make YouTube-only ads. We also decided to create YouTube ads to introduce a new mobile plan. But viewers do not want to see mandatory video ads when they are watching on YouTube.