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Clinic Puts Boring Preroll on Popular Videos Because It Doesn't Want Anything 'Going Viral'


Advertisers have been doing clever stuff with preroll ads for a while. We had Geico's unstoppable prerolls. And now, we have a health clinic that made incredibly boring preroll ads—in an effort to stop the videos after them from going viral.

What's the point? MedExpress stops viral infections at its urgent-care clinics. So, it wants to stop popular videos from going viral on the Internet, too. Yes, it's a bit of a stretch—but a fun enough idea from ad agency Fitzgerald & Co.

Check out the case study below to see how it worked—along with some of the prerolls themselves. The only downside, of course, is that people might not take too kindly to boring, irritating ads—however clever the concept might be.

The case study:

Adweek responsive video player used on /video.


The prerolls:

Client: MedExpress
CMO: Julie Penn
VP Marketing: Steven Sarfin
Brand Manager: Belinda Carter

Agency: Fitzgerald & CO
CCO: Noel Cottrell
GCD/CW: Mitch Bennett
GCD/AD: Wes Whitener
Director of Production: Christine Sigety
Account Director: Helen Bautista

Production Company: Holiday Films /Arts & Sciences/ Nimble Content
Directors: Adam & Dave
Executive Producer: Mal Ward
Executive Producer: Derek Sewell
Producer: Andrew Lynch
DP: Vinit Borison

Editorial: 83 Pictures
Editor: Matt Kloske
Producer: Andrew Lynch
Assistant Editor: Peter Hatch
Colorist: Brett Blackwell

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