Viewers usually spend five seconds counting down to the “Skip Ad” button. Homecenter Sodimac from Chile uses that exact moment to ask a better question: do you want to skip the ad, or skip the behavior?
Working with agency MayoDraftfcb, Sodimac created a set of environmental messages that turn the skippable format into a moral choice. The button becomes the idea. Either you opt out, or you commit to changing a small wasteful habit.
A tiny mechanic that flips the meaning of “skip”
The creative move is to hijack an interface behavior people already know. That matters because it removes learning friction. The audience understands what to do instantly, and the campaign only has to change what that action means.
In brand communication, this is a neat example of interface-led storytelling. The platform UI is not just a container for the message. It is the message.
Why this works better than a standard awareness film
- It is time-native. The idea fits the five-second window instead of fighting it.
- It creates agency. The viewer makes an explicit choice, not a passive nod.
- It is measurable. The “change” action is a click, not a vague sentiment.
- It is consistent with the topic. Environmental habits are about small repeated actions. The format mirrors that.
Reported impact, and the real lesson
The campaign is reported to have driven over 80,000 people to choose the “change” option within a week. The bigger takeaway is structural: if you can turn a default skip behavior into a meaningful action, you get engagement that feels earned rather than bought.
What to steal for your next skippable campaign
- Build for the first five seconds, and make the idea readable without audio.
- Use the interface as a prop, buttons, timers, overlays, or any native UI element that viewers already trust.
- Offer a single clean choice, so the click means something unambiguous.
- Make the action lead somewhere useful, tips, tools, pledges, or a next step that matches the promise.
A few fast answers before you act
What is the core idea in one line?
It reframes the skippable pre-roll moment. Skip the ad, or skip the bad habit.
Why does this mechanic fit environmental messaging?
Because sustainability is built on small decisions repeated often. A skippable ad is also a small decision, repeated often.
What makes this different from a normal call-to-action?
The CTA is embedded inside a familiar platform behavior. The campaign is not asking for extra attention. It is redirecting an existing action.
What is the biggest risk with “interface hijack” ideas?
If the viewer feels tricked, trust collapses. The choice has to feel fair, clear, and reversible.
What should you measure to prove it worked?
Click choice rate, completion rate, and downstream behavior on the landing destination, plus any lift in eco-tip engagement over the campaign window.