An (almost) guaranteed way to grab people's attention and win plaudits from awards juries is to acknowledge constraints laid down by platforms such as YouTube and Facebook.
Geico did a great job with "unskippable", which addressed YouTube’s skip button and won a D&AD yellow Pencil last month. Now, Hotels.com has created ads that acknowledge Facebook’s silent auto-play function. In one video, the brand spokesman, Captain Obvious, is at a piano and explains via subtitles that the silence is a blessing because he has no idea how to play. Those who do turn up the volume will be greeted by the sound of fingers artlessly mashing ivory.