Bored of buffering?

Client Hyperoptic

My role Creative director across concept, campaign development and channel execution.

The brief Develop a digital first campaign for Hyperoptic that would cut through on paid video and drive performance. The challenge was to win attention in the first few seconds and keep it, in a category where most advertising looks and feels the same.

What we made A channel first creative concept built around a simple, brilliant piece of misdirection. The ad opens normally, then freezes, a buffering wheel appears and the viewer instinctively thinks their connection has dropped. A beat later, copy appears: "Bored of buffering? Switch to Hyperoptic." The format turned the viewer's own frustration into the idea, using the language of the platform against itself. For 2018 this was genuinely ahead of where most performance creative thinking was, treating the channel as a creative tool rather than just a distribution mechanism.

Results 80% average view through rate across the campaign. YouTube cited it as a best in class example of YouTube advertising.