Busch and Deutsch have put a special spin on pre-roll with the debut of 'Tree-Roll', which supports Busch’s partnership with the National Forest Foundation (NFF). Viewers who decide not to skip the YouTube ad and stay until the end will have a tree planted by Busch on their behalf, equivalent to $1 donation to the National Forest Foundation. Giving people the power to actively contribute to the cause, in an unmistakably Busch way, was important to Busch and creative partner Deutsch.

“Pre-roll ads have kind of become a necessary evil. We all want to skip them to get to the good stuff. But what if not skipping the ad resulted in something good too? Like planting trees in our National Forests? Would you skip?” asked Dan Kelleher, CCO of Deutsch’s New York Office. “As the first pre-roll ad that donates to a good cause upon completion, we’re confident that people’s natural inclination to help will be stronger than the inclination to skip.”

The National Forest Foundation is a non-profit organisation that works to protect and sustain 193 million acres of national forests. In addition to the forests’ ecological importance, these lands provide opportunities for all Americans to experience and enjoy America’s rugged outdoor landscape.

'Tree-Roll' is just one facet of Busch’s partnership with the NFF.