I don’t love that hunting exists. So when Arcus needed a series of YouTube pre-roll ads for their scent-neutralizing Dead Down Wind spray, I was skeptical it was the right fit. But then I dug in. I learned more about the audience and the company. And that, combined with their willingness to do something truly unconventional for their market, resulted in one of my favorite campaigns. I mean, we managed to make a hunting ad funny—where the deer are the heroes! And, oh yeah, it went OFF. The ads lifted retail sales more than any placement ever, and boosted search CTR by almost 200%.