Here’s a 60-second film created for TV & cinema across Europe. However, a couple of countries decided to run the long version on YouTube as a pre-roll, against the media company’s recommendation. To everyone’s surprise, an incredible 21% didn’t hit the skip button and of those, 93% watched the entire film. The media company said it broke every single rule of ensuring pre-roll success. Maybe it goes some way to prove that you don't always have to shout your message or chuck a logo within the first 5 seconds… and that long-form content can actually hold people’s attention and keep them engaged in this space.