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Quibi – Oxygen

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The holy grail for any brand is to get their name so firmly into the common lexicon that people use it on a regular basis, regardless of context.

Setting their sights on this lofty ambition, in the cheekiest possible way, are BBH LA and MJZ's Tom Kuntz's dramatically amusing spots for upcoming short-form mobile video platform Quibi.

The brainchild of Jeffrey Katzenberg, and with names like Steven Spielberg, Zac Efron and Chrissy Teigen attached to provide content, the brand's USP is its ADHD-beating '10-minutes-or-less' programme promise.

Capitalising on the limited duration, the spots feature people stuck in Quicksand, evading an Asteroid and potentially running out of Oxygen, all delaying the inevitable for 'just a Quibi'.

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