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YouTube's "skip ad" button works to Barclays' advantage in the bank's self-skipping spot by The Martin Agency.

Working with production company 1stAvenueMachine, the agency created a Rube Goldberg machine that activates the skip ad button on YouTube pre-roll, making it a practical element within the shot. Soren Birk and Lloyd Daniel were the creative team at Martin behind the campaign, Bob Partington was the director who designed the system, and Ed Wild shot the film.