Because of the overcrowded, fast-paced medium, these streaming video ads sought to break through the clutter by engaging the viewer from the initial frame. To accomplish this, they established humorous scenarios featuring the product’s attributes before giving any indication that the product itself was being used.

The results of this campaign were far higher than predicted. It doubled the campaign traffic goal and received rave reviews from both inside and outside the advertising industry. Surveys of ad viewers showed a 9% lift in awareness of Windows XP digital media capabilities and sales increased following its debut.