AT&T Speed
AT&T had the fastest download speed, and also spent a lot of money producing :30 spots. Typically our :15 preroll buys were cut-downs. We decided to produce shorter, stand-alone :15 spots to use for preroll, which at the time the brand had never done. The spots had the same strategy and brief, but quicker storylines to capture people's attention before watching online video content. They significantly out-performed our :30s and :60s.
My role: While working on AT&T at BBDO, our typical preroll ads consisted of cut-downs edited from our :30 spots. For the first time, we convinced our clients that dedicated :15 spots under the same brief, would perform much better. They agreed and allowed us to develop four unique :15 spots for this campaign. Our creative teams wrote several, and we ended up producing all four spots in one day.