“Two truths about millennials: they skip ads on YouTube all the time, and they really resent having to depend on their parents for lifts. This reality proved to be the jumping-off point for Skip Dad, a humorous web-only campaign that targets a generation with a natural aversion to advertising. How? By introducing the tantalizing idea of getting their own ride and avoid having embarrassing and awkward conversations with their parents. The pre-roll ad, which demonstrated our understanding of millennials, was broadcast on several dedicated sites in addition to YouTube.”