With its pre-roll ads for Geico, The Martin Agency is one of the best agencies in the business at finding new ways to get viewers to watch, instead of skip, pre-roll ads by making them entertaining.
Now the agency's London office has come up with a campaign for U.K. banking giant Barclays that also aims to make the pre-roll interesting. It worked with director Bob Partington of 1stAveMachine (who's well- known for his amazing optical feats for the likes of Stella Artois and OK Go) to create a Rube Goldberg-style machine. The sequence ends with the machine activating the "skip ad" button. The message -- that Barclays already understands your needs, so the ad will "skip itself."