What do people do when they come across a pre-roll ad on YouTube? Maybe watch two seconds. Then skip it, of course. In fact, the “skip ad” button must be the most used on the internet. But what if “skip ad” became a Skip Ad? That was the genius idea from the agency Tribal 101 in Brazil and its client Unilever. They hijacked the “skip ad” button with a series of pre-roll commercials for Skip detergent, which actually encouraged consumers to skip them. Turning the action into the message. And turning rejection into an advantage. You can skip, but you can’t hide.