In this film, a cute tin robot peacefully walks inside a hamster wheel. Next to it, on a pedestal, is an expensive Valentino handbag. As the robot walks, a pulley system connected to the wheel slowly turns a giant pot of lava over the handbag.

As the seconds pass, destruction is more and more imminent. When the counter hits 0 the handbag is a millimeter away from its obliteration. At that moment, we cut to supers telling the viewer to act faster next time.

The Most Exclusive Collection contained hundreds of individual ads, each with a different product.

These products had been removed from YOOX.com and were available only through skippable pre-roll ad.

The catch? We set the impression limit to 1 per user, so you had just one shot at getting each product. Skip the ad and you could kiss that item goodbye. Forever.

These films were served programmatically, taking into account the user’s search history, to deliver the right video to the right person.

This specific version was served to women 25-54, affinites (shoppers, fashionistas, bargain hunters), in-market for apparel and accessories, who had searched for “handbag” or “Valentino” over the past 7 days.