Untapped format No 2: following a pop-up narrative
Pop-up ads: since the early 1990s, they’ve been the most annoying part of the Internet.
So how do you take the idea of pop-up ads and make it fresh again? Alaskan band ‘Portugal. The Man’ have made them the focus of their latest music video, and the result is exactly what a pop-up ad wishes it could be – incredibly engaging. Starring It’s Always Sunny In Philadelphia’s Glenn Howerton, they’ve created a story that’s clever and, well, pretty dark. It’s a format that has a lot of potential for bands and brands alike.
Making typically irritating moments like these intriguing has been a recent creative theme – from engaging (yes) unskippable ads to jazzing up the Rainbow Wheel of Death – and this is where the annoyance of pop-up ads starts to work in their favour. Easily recognisable, they're a format everyone can relate to with just a hint of nostalgia about them. It's easy to imagine a tongue-in-cheek, viral social media campaign through pop-up ads just like this; where each click could take you to microsite after microsite or content to content, with a narrative throughout - perfect for a new brand with a younger audience.