Allstate: Skip Mayhem
Mayhem is everywhere and in this campaign, he's dictating his own rules for skipping pre-roll ads. We served up a Mayhem spot to users and when they tried to skip our ad, we punished them by displaying another video: annoying, painful, gross - each time the user skipped, they got another video, while Mayhem explains, all you really have to do is go back and watch the ad.
We shot a series of over 15 videos to really drive the point home and also built a custom webpage to give users a place to direct their friends to if they wanted to challenge them to try the experience out.
http://www.adweek.com/agencyspy/dont-even-try-to-skip-this-leo-burnett-allstate-ad/88692
