Close-Up: My YouTube ad of the week - The Expendables
A view from George Nimeh, digital director, Iris Worldwide

Close-Up: My YouTube ad of the week - The Expendables

Brand: The Expendables

Task: Cut through the clutter on YouTube to promote the new movie The Expendables.

Execution: The promo starts like any other. Sylvester Stallone is being interviewed about his new film The Expendables and his role in it. After a few seconds, we notice that all is not as it seems, as the action spills out across the page. Obviously, this is no ordinary movie trailer.

Credits: Lionsgate, The Visionaire Group.

Why I like this: With more than two billion views a day and 20 hours of video uploaded every minute on YouTube, the importance of cut-through is vital.

What makes The Expendables trailer stand out is the use of a technique called mimicry, which allows brands to create pages on YouTube that look like standard video pages, but are custom-built ads.

Lionsgate has used such trailers for films including Daybreakers and My Bloody Valentine 3D. But as Danielle DePalma, Lionsgate's vice-president of new media for theatrical marketing, explains: "We took The Expendables to the next level by turning something as simple as an interview into a badass experience that matches the film's fun and intensity."

Wish I'd thought of: Lionsgate didn't believe that a standard trailer for a Hollywood blockbuster would be enough to excite the masses, and The Visionaire Group's work is both exciting and spot-on in terms of tone of voice. At the end, Sly tells viewers: "Don't forget to share" - surely a first for the channel.

Don't forget to enter your best YouTube ads into the YouTube Ad of the Year competition, being hosted in partnership with the Campaign Media Awards. Find out more here