This Ad gets 250k Views per Day

I previously wrote about my favorite way to do brand deals - this includes a main, ad spend video backed up by some type of behind-the-scenes.

Three years ago, I took this approach while working with Mattel to promote their show Thomas & Friends. The primary video is a trick where I magically pull a toy Thomas train out of my TV and then throw it into a storybook. I think it works particularly well because it features various magic tricks, a clip from the show, and several physical products all within 15 seconds in a very organic presentation.

The behind-the-scenes video (below) explains how I achieved the effect using green screen, clever rigging, match cuts, and rotoscoping.

What's super interesting to me is that 3 years later, the behind-the-scenes video is still getting 250k view per DAY on YouTube. It currently has a total of 89M views, with the main trick at a total of 4.3M views.

Obviously this combo of videos has been blessed by the algorithm lords over at YouTube, but I think the view and retention data proves how effective this organic ad format can be. Framing the behind-the-scenes as an enjoyable, short tutorial almost completely masks the fact that it's entirely promoting a show.

I have the same conclusion as the linked post above where the sweet spot for sponsored content seems to be focusing on artistry for the main, ad spend content and then watchability for the supporting, creator-centered content.