Hillary Clinton Just Made the Best Use of Silent Autoplay With This Social Video Ad

Deaf activist Nyle DiMarco's memorable spot

Headshot of Kristina Monllos

If you're on one of the three major social networks, you're used to videos that play automatically when you scroll through your feed. In fact, you're probably so used to autoplay that you don't stop and watch the whole video or even turn on the sound.

That's what the Clinton campaign is betting on with its new silent ad featuring model and deaf activist Nyle DiMarco who asks people to consider using their voices to vote in November. 

The campaign released the 51-second spot on Clinton's Facebook, Twitter and Instagram, which all employ autoplay.

In the spot DiMarco addresses the viewer directly: "You can leave this ad muted—there's nothing to hear. And keep scrolling past if you want. We're used to being ignored. But if you're still listening to my voice, please know that there are a lot of people out there without one."

By using the autoplay feature, the campaign incorporates a key campaign message while commenting on the treatment of Americans with disabilities.

Previous campaign ads were created by Droga5, but the shop is not behind this spot, according to a spokeswoman. The Clinton campaign did not immediately respond to a request for comment. 

@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.
Publish date: September 20, 2016 https://stage.adweek.com/brand-marketing/hillary-clinton-just-made-great-use-silent-autoplay-facebook-twitter-and-instagram-173610/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT