| Title | UNSKIPABLE AD |
| Brand | BARCLAYS CORPORATE |
| Product/Service | BARCLAYS |
| Category |
A12. Achievement in Production |
|
Entrant
|
THE MARTIN AGENCY London, UNITED KINGDOM
|
|
Idea Creation
|
THE MARTIN AGENCY London, UNITED KINGDOM
|
|
Production
|
1STAVEMACHINE London, UNITED KINGDOM
|
|
Production 2
|
WAVE STUDIOS London, UNITED KINGDOM
|
Credits
| Daniel Fisher |
The Martin Agency |
Executive Creative Director |
| Soren Birk |
The Martin Agency |
Art Director |
| Mark Nicholson |
The Martin Agency |
Creative Director |
| Lloyd Daniels |
The Martin Agency |
Copywriter |
| Stephaine Hobart |
The Martin Agency |
Account Director |
| Mike Capon |
1stAveMachine |
Producer |
| Ed Wild |
1stAveMachine |
Director Of Photography |
| Bob Partington |
1stAveMachine |
Director |
| Isabella Parish |
1stAveMachine |
Executive Producer |
| Parv Thind |
Wave Studios |
Sound Engineer |
| Alex Richardson |
1stAveMachine |
Editor |
| Christian Gill |
The Martin Agency |
Broadcast Producer |
Brief Explanation
Barclays knew their audience, like the rest of the population, do not like pre-rolls. Like not even a little bit. So they created a pre-roll ad that saves you the bother and skips itself. They did this by building an intricate, Rube Goldberg contraption that activates the ‘Skip Ad’ button – which happened to be a physical part of the set – for the viewer. All shot in camera, without the use of CGI.
Results
Rube Goldberg machines are fun to watch but to make this ad as engaging as possible, we wanted the entire film to be shot in camera, in a single shot, in a clear linear way. In addition to this challenge was the added task of containing the action not only to a locked frame but also to an exact number of seconds because it was important that the ad finished much earlier than the full 30 seconds which the viewer was expecting. It was also crucial that the ‘Skip Ad’ button was built as a physical part of the set for the ‘smash’ that skips the ad.
Also, when crafting the design of the machine, we had to source props and mechanics that not only enabled the physics to work but which each reflected a specific industry in which Barclays Corporate offer banking expertise.