I’m not a fan of pre-roll. No one is. Nevertheless, if you’re going to go there, you need to understand what works while you’re holding people hostage.
To promote their Taco Sub—the first sub ever to make a distinguished sound when you eat it—Subway Norway and McCann Stockholm built a narrative around “Good cracks vs. Bad cracks”.
When done right, even a film about a sandwich can become truly unskippable.
