Facebook’s fresh new approach to advertising

Thumbstoppers aims to redefine online ads using ultra-short-form videos

It doesn’t require a genius to acknowledge the leverage advertisers get from using the Facebook platform.

Given the tech-giants reach through its various services like Whatsapp, Instagram, Messenger and of course, the mothership Facebook, you’re more likely to consume relevant advertisements online than any other media.

Thumbstopper: The showstopper

Since the traditional advertising formats of 60 and 30 seconds aren’t suited for mobile, Facebook has taken the initiative to introduce Thumstoppers, a concept that encourages the best creative minds from the biggest agencies in the country to re-think storytelling in under 10 seconds. The tag line ‘Short stories move hearts’  has already been manifested through a series of Thumbstopper films created by Wunderman Thompson with the intention of catalysing behaviour change.

The initiative sees the participation of Sukesh Nayak, Chief Creative Officer at Ogilvy India, Senthil Kumar, Chief Creative Officer Wunderman Thompson India, Rajdeepak Das, Chief Creative Officer at Leo Burnett India, Garima Khandelwal, Chief Creative Officer, Mullen Lintas, and Ashish Chakravarty, Executive Director, and Head of Creative at McCann Worldgroup (India). These visionaries will skill their teams and start evangelising this change in advertising format internally at first and eventually on an industry level. As a follow-up, Facebook is also organising a Thumbstopper Challenge, an invitation to all creative minds to submit their short stories on the brief of driving behaviour change in less than ten seconds by 12th July.

Winner winner chicken dinner

The winners of the Thumbstopper Challenge will be announced in August, and the top winners will get to travel to Cannes next year. As an added bonus, Facebook will also produce the top 20 films! Thumbstoppers is the first initiative to be rolled-out as part of Facebook Creative Playground, an industry-wide capability-enhancing program led by Facebook that is geared towards building the advertising ecosystem in India in partnership with leading creative agencies. The last date of Thumbstopper Challenge submission is 12th July and more details on the contest can be found on this link.