McDonald's made a truly 'unskippable' pre-roll for corona times

Message for Russian market about handwashing has been viewed 120 million times

Published On
Apr 08, 2020

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It's been a while since someone tried to make an "unskippable" pre-roll ad—something Geico was famous for back in 2016 with its series of boring scenes made so hilarious that viewers were compelled to keep watching.

Now, McDonald's Russia has made one for coronavirus times. The pre-roll is simply a PSA about handwashing, which as we all know is truly an "unskippable" activity and should be done for at least 20 seconds (the length of the pre-roll ad). The caption simply says "20 seconds you can't skip."

Starcom was responsible for the media placement for the campaign, with creative by Leo Burnett Moscow. The video has currently had over 126 million views, according to the agency. 


Apr 08, 2020
Client :
Marketing Director :
Tatiana Gura
Marketing Manager :
Viktoria Liparteliani
Digital Director :
Andrey Baikov
Digital Manager :
Ruslan Ledovski
Agency :
Leo Burnett-Moscow
Creative Director :
Evgeny Shinyaev
Account Director :
Viktoria Semikasheva
Art Director :
Ekaterina Trokhina
Copywriter :
Daria Tsareva
Media :
Account Director :
Tatiana Chyornaya
Account Group Head :
Alevtina Arkhipova
Senior Media Planner :
Vera Konovalova
Digital Account Director :
Irina Fattakhetdinova

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