Best Automobile Online Ad

We asked ourselves, how can we make a :15 pre-roll ad more captivating to our audience while showcasing one of the Elantra’s numerous new and advanced safety features?
 
People watching pre-roll ads see them as a barrier to their content, and opt to hit 'Skip’ ASAP. We took that insight and made YouTube's ‘Skip ad’ button a distraction for the driver in our ad. In doing so, we not only broke the fourth wall, but also made the 2017 Hyundai Elantra's Auto Emergency Braking with Pedestrian Detection the hero of the story.
 
Within the first 2 weeks of “Skip” going live, 79% of viewers watched it through completion. The average completion rate for :15 TrueView skippable content is only 55%. Our ad performed at a 24% increase in completed views.

Contributors:

Eric Springer:	Chief Creative Officer
Barney Goldberg:	Group Creative Director
Jamin Duncan:	Freelance Creative Director
Marcin Markiewicz:	Freelance Creative Director
Charles Gerstner:	Associate Creative Director, Art
Jeff Barry:	Copywriter
Kate Steinberg:	Copywriter
Carol Lombard:	Director of Integrated Production
Brad Johnson:	Freelance Content Producer
Jamie Fink:	Project Manager

INNOCEAN USA

Location: United States

About the Agency:

Founded in 2009, INNOCEAN Worldwide Americas is headquartered in Huntington Beach, California, with offices in New York, Chicago, and Dallas. With 400 employees, INNOCEAN Worldwide Americas is part of the INNOCEAN Worldwide network and currently serves as lead agency for Hyundai Motor America and Genesis Motor America, as well as partners with KIA Motors America and Hankook Tire.