People don’t watch ads; they skip them. But what if skipping was a choice, not a reflex? So instead of forcing an ad, we created a story, one that made skipping feel like missing out.

We turned the Skip Button into Skip, the family dog. Each pre-roll spot playfully challenged viewers not to “hit Skip,” making them hesitate before clicking away.

The Impact: By hacking digital ad behavior, we flipped expectations. View completion rate soared, not because people had to watch, but because they wanted to.