For Shaw, The Proof is in the Pre-Roll

The Canadian publication, Strategy, reported on an interesting way that Shaw cable was able to make pre-roll experiential. The bane of every online video viewer became the star of this simple demonstration of the brand's benefit.

To show what it means to have fast, cheap and unlimited data, they produced a hour-long pre-roll ad for YouTube -- that's right a full 60 seconds. This production is mundane, low-budget, boring and completely on strategy. It remakes the skippable six-minute interruption into a demonstration of the product benefits...complete with headbands.

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