The trick is to make content NOT ads!
By this I mean create compelling content, something that viewers enjoy watching and is entertaining in some form, whether using humour or shock element.
Basically the video should be a story that happens to incorporate your product/service as support RATHER than a video about your product/service.
Below are two companies that made great contents that happen to be ads.
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- The first ad by SHISEIDO was made in-house by the Japanese team. The 'ad' message here is that our products are so great that we can even make guys look like pretty girls.
- The second ad is a funny entertaining video that happens to use a tablet (in this case from Lenovo) for its storyline.