Independent agency Omelet has collaborated with YouTube’s creative team to launch a YouTube Premium campaign that looks through the lens of YouTube creators from a variety of video genres on the platform. YouTube and Omelet began working together on a variety of projects in 2021.
'All YouTube, No Interruptions.' ran across YouTube and broadcast in key markets (Atlanta, Dallas, Miami and Chicago) and included select 30, 15, and six-second cuts.
The campaign explores YouTube Premium through the lens of each video star, who just like us, are always expecting interruptions, too. The campaign uses the platform’s content to pull audiences in, creating a meta, fourth-wall breaking universe that only YouTube could pull off.
At its core, YouTube Premium is a product that gives audiences an enhanced viewing experience, with four key benefits: Uninterrupted viewing (ad-free), Play in Background, which keeps a video playing PIP even if a user switches apps, Offline play, allowing users to download videos and watch while disconnected from the web, and Full access to YouTube Music (ad-free listening).
From mega-talented rapper Saweetie, to popular YouTube creators like Marc Rebillet, to Beethoven and whales, the conceit of each spot is simple and contextual: depict what feels like a real YouTube video you love to watch and only make the characters self-aware enough to anticipate the inevitable commercial interruption. But in a delightful turn of events, voiceover pops in to let the characters know that this is YouTube Premium - there are no ads or interruptions of any kind. The spots are intended to feel as though they are the next video (not an ad) in a user’s queue, using shooting and editing techniques inherent to each specific creator or video style.
“This is easily one of the most fun and challenging campaigns we’ve had the pleasure of developing,” said Chelsea O’Brien, group creative director, Omelet. “We had billions of videos to choose from, a short-format to work in, and a number of key messages to deliver. YouTube’s team were incredible partners who understand exactly what their fans love, and have the creative skills necessary to pull something like this off. We hope fans love this work as much as we do.”
The campaign was shot through the lens of YouTube’s creators leveraging several genres of video available on YouTube. It includes 12 core creative concepts, featuring some of YouTube’s most popular stars and fan favorite content types: music videos, YouTube Creator videos, nature clips, and kids content. For Marc Rebillet’s shoot, producers shot in his home, using his equipment and camera angles often seen in his popular videos as another effort to make the spots feel organic to the platform.