Here’s a deal you don’t see in advertising often: watch our ad for 30 seconds, and we’ll give you fewer commercials for the rest of the episode.

That’s the opt-in format Infillion built for the U.S. Air Force and agency GSD&M — and users took it. Once in, they expanded a side panel alongside a full-screen video and clicked through a carousel of servicemembers in action across Security Forces, Aircraft Maintenance, and Munitions Systems. The Air Force is more than flyboys. This campaign proved people wanted to know that.