Through New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.
At No. 1 in TV/Film, in the nearly intolerable world of online video advertising, the Martin Agency broke the mold with the "Unskippable" campaign, a series of inventive pre-roll ads that practically dare viewers to stop watching them -- but you can't because they're just so damn funny. The ads challenge the audience by telling them they can't skip them because "they're already over," as the apparent action "stops" in the films, taking place in various settings, including a family dinner, an elevator, a barbecue and after hours at an office. But what ensues will have you glued to the screen.
During the Cannes International Festival of Creativity, the film jury awarded this particular spot, "Family" as the Grand Prix winner. Read more about it on Adage.com.
So many of us can't wait to "skip this ad" to get to the videos we wanted to see in the first place. Geico and The Martin Agency get that. The creative shop taps into that insight for "Unskippable," the insurance brand's latest digital campaign that's tailor-made for the pre-roll format, directed by Park Pictures' Terri Timely.
The figures in this set of short and sweet ads freeze just as viewers' patience begins to wear thin. A self-assured voiceover then points out that "you can't skip this ad, because it's already over." Is it really, though?