It has been a while since we witness notable work from Singapore. This one sure has some fun to it. Kinetic Singapore recently developed a youtube commercial which reliefs viewers from pesky sponsored ads on YouTube. The idea here is to challenge viewers against the speed of the new Mini John Cooper by having them hit the skip button as fast as possible. Aligning to the message that the MINI is fast, and at the same time helping viewers to cope with repetitive ad skipping moments. Interesting way to balance between psychological time and objective time. Read more about why performance matters here. So here you go, make objective time less annoying, communicates your clients message and marry them with an interesting yet engaging execution. Nice.