Everyone hates those pre-roll ads that you have to watch before you get to the main action on Hulu, YouTube, etc. This holiday season, Burger King has cleverly found a way to run their commercials while still poking a little fun.

This is a classic case of effective content meets effective technology. Each pre-roll ad is customized to the video that the person is trying to watch, which injects a little levity into the annoyance. And isn’t that what the holidays are all about?