McDonald’s - Truly Unskippable Preroll

The Non-interactive Interactive

To demonstrate McDonald’s commitment to safety, at the very beginning of the pandemic, we turned a standard 20-second unskippable pre-roll into a handwashing guide, timed exactly to the duration needed for soap to take action.

Although the format offered no buttons to click, it worked as a unique interactive experience: one where the viewer spent 20 seconds realizing they couldn’t skip the ad, just as they shouldn’t skip washing their hands.

The campaign reached 125 million unique viewers, with 76 million people watching the ritual to the end. This simple move significantly boosted brand trust and became one of the most recognized responses to the crisis.