In a world where consumers are inundated with content that they can choose to watch or skip, brands need adapt their storytelling to win their attention. Creative Chiefs of Google’s Zoo share their insights for creating unskippable advertising for an unskippable future. The learnings focus on 1) The changing story arc, 2) Sparking meaningful connections through contextualisation, 3) The art of ad sequencing, and; 4) Visual language.