How The Right Context Can Make Advertisements More Enjoyable


Pre-roll ad campaign finds a new way to advertise the Friends' release on Netflix

Marielle Castillo
  • 7 april 2016

Friends has been called the most popular show on TV, but how can a show that ended years ago become relevant again, especially when there are so many other (new) shows to binge on?

In an effort to promote the release of the entire series on Netflix, Ogilvy & Mather Paris recently created the ‘Friendly Pre-roll Campaign,’ a series of responsive video ads on YouTube promoting the 90s show to the French audience.

The pre-roll ads are tailored to top searches on the platform, matching them with footage from the popular show. The agency tagged thousands of videos on the sharing platform, reminding people that for whatever they’re searching for, there is a Friends scene that relates to it.

As seen in the case study, visitors searching for videos of makeup tutorials or cute cats were met with ads featuring Joey’s lipstick campaign in Japan and Rachel’s hairless cat. The campaign also included ads based to trending topics, in which Ogilvy remixed clips to fit current trends like Drake’s Hotline Bling video.

This kind of ‘self-aware’ approach to ads isn’t new and it seems like we’ll see more of it in the future. For example, Burger King took the same approach back in 2013, creating ads targeting the videos they preceded. Regardless of how new the idea is or isn’t, it’s interesting to see how brands and agencies find ways to turn something that is seen as a nuisance, into content worth being looked at and talked about.

Using a remote via Shutterstock

+digital video
+Ogilvy & Mather
+pre-roll ads
+TV shows

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