To promote the American reality TV singing competition The Voice, Publicis Brazil created the first music festival to take place within YouTube’s pre-roll ads. The Skip Ad festival gave musicians just five seconds to impress viewers. If viewers skipped the ad, the singer was rejected. If not, the singer was approved. Hundreds of musicians were featured in the festival, each competing to receive the most views and win the chance to have an original song recorded by Sony Music. The campaign put viewers in the position of the judges, and led to a record Brazilian audience for The Voice.

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