Latet: advert-top-1 by BBR Saatchi & Saatchi

It's September and the High Jewish Holiday season is here. Rosh Hashanah, Yom Kippur and Sukkoth will all be taking place in the space of just two weeks. The holidays are the ultimate 'get-together-time' and the ultimate cause for uniting around a table filled with goodies.

But unfortunately many Israeli families do not have the means to celebrate. They simply can't afford the food and are forced to skip a meal. That was the exact message Latet, an Israeli organisation that distributes food packages to the needy, wanted to communicate to the public. So it decided to capitalise on a unifying behaviour that characterises all internet users: ad skipping.

Israelis searching for recipes who chose to skip the mouthwatering decoy pre-roll ads were served up with the following message: 'You skipped a meal out of choice but thousands of people in Israel skip it because they have no choice. Make someone's holiday. Donate a meal'.