It took quite a while for agency creatives to catch onto the idea of using the YouTube pre-roll Skip button tactically in a campaign.

BBR Saatchi & Saatchi has been very quick to make Facebook’s vertical video format (available only since September) the star of its idea for Ford Edge.

To promote the car’s Blind Spot Information System (BLIS), BBR Israel created a mobile add the relies on the two standard black spaces that appear in horizontal Facebook videos.

When BBR’s ad begins to play, the black spaces cover portions of the road that drivers would not see unless they had BLIS. Gradually the black spaces fall away to show how the car’s advanced system would allow them to be seen.

Unsurprisingly, the Facebook post generated record high results for the brand with over 600,000 views in 4 days, 300 shares and a reach of over 1.1 million Israelis (in a country of just 8M).

Credits:

Agency: BBR Saatchi & Saatchi

Chief executive officer: Yossi Lubaton

Chief creative officer: Jonathan Lang

VP creative director: Eran Nir

Social & digital director: Idan Kligerman

Copywriter: Shushu E. Spanier

Art director: Aia Kujnitzy Bechor

Group account head: Ben Muskal

Account supervisor:  Chen Halpern

Account executives: Gil Gershon & Hadar Goren

VP production & content: Dorit Gvili

Production manager: Maya Palmon

Strategic planning supervisor: Lora Goichman

Planner: Roie Gortler

Creative Coordinator: Eva Hasson

Traffic director: Ronit Doanis

Studio manager: Yaron Keinan

Production Company: Tifferet Films

Head of production: Doron Lahav

Director: Shushu E. Spanier

DOP: Guy Mador

Assistant DOP: Ori Aloni

Editor: Matan Cohen-Grumi

Production Assistants: Shoham Baruch & Tal Bar

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