Creativity

These pre-roll ads tell you how much money you're about to waste

Xfinity Mobile's six-second ads determine value of the data you're about to use up

By Ann-Christine Diaz. Published on Mar 28, 2018

Editor's Pick

We now know pre-roll ads can be extremely creative, but who knew they could be useful too?

In Goodby Silverstein & Partners' latest for Xfinity, the agency has turned pre-roll ads into "price tags" that translate the data that you're about to use up watching a YouTube video into a real dollars-and-cents value. The six-seconds ads are tailored to the type and length of content that you click in to watch. A makeup how-to video, for example, explains, "The next tutorial could cost you up to 44 cents in data. So switch to Xfinity Mobile and save." That fee will change depending on the length of the video.

Goodby consulted with YouTube in determine popular genres to target and expected length and data usage for each. The ads will span content including the aforementioned tutorials, music videos, gadget reviews, movie trailers and sports highlights.

The point of it all is to show how Xfinity Mobile can help its customers void data charges by connecting to them to millions of 4G LTE WiFi hotspots around the country.

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Credits

Date
Mar 28, 2018
Agency:
Goodby Silverstein & Partners
Client:
Xfinity
Partner:
Jeff Goodby
Partner:
Rich Silverstein
Chief Creative Officer:
Margaret Johnson
Creative Director:
Jens Waernes
Creative Director:
Jon Wolanske
Associate Creative Director:
Felipe Lima
Associate Creative Director:
Tristan Graham
Art Director:
Ricardo Matos
Copywriter:
Otto Pajunk
Executive Broadcast Producer:
James Horner
Producer:
Kateri McLucas
Account Director:
Lee Wilson
Account Director:
Shanley McClure
Account Manager:
Tenaya Ende
Dep. Director Brand Strategy:
James Thorpe
Brand Strategist:
Lucas Goodbody
Communications Strategist:
Alex Oztemel
Senior Business Affairs Manager:
Chrissy Shearer
Production Company:
Thinking Machine
Director:
Docter Twins
Director of Photography:
Christophe Lanzenberg
Executive Producer:
Maria Faillace
Line Producer:
Amber Ventris
Production Design:
All Valley Yacht Club
Editor:
Dan Aronin
Telecine Company:
Apache
Colorist:
Shane Reed
VFX & Finishing Company:
Arsenal Creative
Executive Producer:
Cortney Haile
Head of 2D:
Chris Noellert
Lead Flame Artist:
Chris Noellert
Producer:
Kelsey Mays
Music Composer:
Christian Moder
Sound Design & Mix Company:
eLevel
Audio Engineer:
Dave Baker
Executive Audio Producer:
Luke Dillon
Animation Company:
eLevel
Motion Artist:
Karim Fawzy
Motion Artist:
Chad Ford
Executive Post Producer:
John Dutton
Post Producer:
Jack Whalen
Snapchat Animated Graphics Company:
eLevel
Motion Artist:
Jacob Pryor
Post Producer:
Alison Plansky
SVP Brand Marketing and Communications:
Peter Intermaggio
SVP Brand Marketing and Communications:
Todd Arata
Vice President, Brand Marketing and Communications:
Dustin Hayes
Director, Brand Marketing and Communications:
Kristen Greco
Brand Manager, Brand Marketing and Communications:
Kate Nicol

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