Läkerol has been making people talk for decades with very successful TV campaigns. But TV is no longer the talk of the town, and Läkerol wanted to keep the conversations going on new media. So they approached Chimney with a brief: "Create a commercial that is custom made for YouTube TrueView."
In traditional storytelling the audience has to wait until the very end to learn that “the butler did it”. But in a fast moving digital world the audience have limited patience, and chances are good that they’ve skipped on to the next film long before the murderous butler are exposed.
So we set out to try something new. We cut the commercial where the payoff was delivered and Läkerol was introduced within the first 5 seconds. And then show the build up.