Campaign Spotlight

Campaign Spotlight: Greenwich and GIGIL launches the most apologetic YouTube ads ever

MANILA, PHILIPPINES – Social media is loving Greenwich‘s latest funny YouTube spots, featuring two of their staff who are apologizing because they know they’re interrupting the viewer’s experience.

Greenwich recently launched a series of YouTube pre-roll ads to promote their newest offering: Greenwich Take Home Bestsellers. But unlike most unskippable YouTube ads that don’t realize how much they annoy YouTube viewers, Greenwich built the idea on the inconvenience they’re causing, taking the disruption out of ads that are basically disruptive.

Here’s the first spot:

Sponsor

Greenwich also employed a thoughtful approach in retargeting audiences on YouTube, creating a separate ad that acknowledges those who’ve already seen their previous pre-roll.

Take this second spot for example, which only appears after you’ve seen the first one:

Proving that 6-seconders have more value than most people credit them for, Greenwich created a couple more ads that continued to work the medium of YouTube pre-rolls.

Greenwich ‘Merienda’ Spot:

Greenwich ‘Reverse’ Spot:

Greenwich ‘Napping’ Spot:

The apologetic ads have paid off. Audiences from YouTube have taken their thoughts on Greenwich’s ads to Twitter, celebrating their wit and uniqueness:

Greenwich Managers Pam Reyes, Ping Castillo, and Charisse Pabillore had this to say about the campaign they launched with GIGIL: “They say, ‘take risks because life is short.’ We say it is applicable to YouTube ads. We took a gamble and trusted our agency, our audience, and most especially – our brand identity. Now, we are relieved to have come to realize that playing safe is even more risky.”

The full series of apologetic Greenwich YouTube pre-roll ads can also be seen on the Facebook page of content giant FTTM:

CREDITS
Client: Greenwich Pizza, Jollibee Foods Corporation
Ping Castillo – Brand Manager, Take Out
Charisse Pabillore – Senior Manager, Channels Marketing
Pam Reyes – Marketing Head

Agency: GIGIL
Chief Creative Officers: Badong Abesamis & Herbert Hernandez Managing Partner: Jake Yrastorza
Associate Creative Director / Copywriter: Jeano Cruz Senior Art Director: Heninah Salud
Art Director: Maggie Querido
Art Director: Catherine Dizon
Creative Intern: Sophie Saputil
Account Manager: Kimberly Gow
Account Director: Jim Jimenez

PRODUCTION
Producer: Sasa Abella
Production House: Arcade Film Factory
Director: Marius Talampas
Executive Producer: Ahnel Gozon
Line Producer: Mara Bernaldo
Production Design : Timi Dominguez
Production Manager: Danko Granada

Hit Productions
Audio Engineer: Vener Ariston

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