Emma: The SkipAd Show
Cyber Monday is one of the most crowded advertising moments of the year. People skip ads without a second thought.
In the middle of that noise, Emma and Gollo did the opposite of what was expected: we turned the internet’s most ignored ad format into a game of attention.
We created The Skip Ad Show, a YouTube ad where every additional 30 seconds watched unlocked progressively larger discount codes, available exclusively within the ad itself.
Get people to choose to watch advertising — willingly.
Get people not just to watch an ad, but to actively seek it out, share it, and stay until the very end.
No teasers. No alternative entry points. No fast-forwarding. No rewinding. Just an ad that appeared unexpectedly — and rewarded those who chose to keep watching.
An ad people shared as if it were their own.
People watched it, shared it, searched for it, and even resold the discount codes. What started as an ad became content people actively wanted to consume.
Watching meant winning. And people stayed until the very end.
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