David Prideaux, executive creative director, Publicis Chemistry

Why I like it

It’s a TV commercial that wouldn’t have worked on TV.

In a commercial break, we’re not taken in by CCTV if we’re watching an ad, as we know the footage has been staged. Online, we’re more likely to suspend our disbelief.

Then there’s the clever use of sound – there isn’t any. This also makes it appear real. On TV, you’d probably be forced to put some kind of soundtrack on it.

Next, the length. This is 60 seconds, which means there’s enough time to be intrigued. Any shorter – how many clients would give a film like this more than 40 seconds? – and it wouldn’t build up enough suspense.

And, finally, it wouldn’t work on TV because I suspect Clearcast wouldn’t allow you to run it. I might be wrong but, after last summer, I suspect any ad that makes shoplifting look cool will get fairly short shrift.

I wish I’d thought of

I guess the only criticism you could level at this is there’s no connectivity. But three million views and a film that demands – and enables – repeat viewing more than compensates for this.

This article was first published on Campaign YouTube

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