Best of the Decade: Geico's Pre-Roll Ads Are Literally Unskippable

Don't Even Bother Because the Action's Already Over

Published On
Feb 27, 2015

Editor's Pick

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.

Best of the Decade

We have Geico to thank for pop culture gems like the Cavemen, the Gecko and the Hump Day Camel. But the brand took its offbeat comedy into a new era with the “Unskippable” campaign from the Martin Agency. In the nearly intolerable world of online video advertising, it captured eyeballs with a series of inventive pre-roll ads that practically dared viewers to stop watching them. The films told watchers they couldn't skip them because "they're already over," since the apparent action "stopped" at the beginning of the films, which took place in mundane settings like a family dinner, an elevator, a barbecue and after hours at an office. But what subsequently ensued was so damn funny that you'd regret clicking that skip button. 

During the Cannes International Festival of Creativity, the film jury awarded this particular spot, "Family" as the Grand Prix winner.  The campaign still serves as a reminder that any ad format—no matter how boring—can be home to a fresh, attention-grabbing message.

Original Story

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?


Feb 27, 2015
Brand :
Client :
Production Company :
Park Pictures
Editorial Company :
The Whitehouse Post
Executive Producer :
Kristin Branstetter
Executive Producer :
Jackie Kelman Bisbee
Agency :
The Martin Agency
Director :
Terri Timely
Editor :
Caleb Hepler
Producer :
JoJo Scheerer
Chief Creative Director :
Joe Alexander
Senior Vice President/Group Creative Director :
Steve Bassett
Senior Vice President/Group Creative Director :
Wade Alger
Vice President/Associate Creative Director :
Neel Williams
Associate Creative Director :
Mauricio Mazzariol
Vice President, Executive Producer :
Brett Alexander
Broadcast Producer :
Liza Miller
Junior Broadcast Producer :
Coleman Sweeney
Business Affairs Supervisor :
Suzanne Wieringo
Senior Integrated Business Manager :
Amy Trenz
Financial Manager :
Monica Cox
Senior Project Manager :
Karen McEwan
Director :
Terri Timely
Executive Producer :
Justin Pollack
Line Producer :
David Lambert
Telecine :
Colorist :
Tim Mascik
Post Facility :
Running with Scissors
Flame Artist :
Chris Hagen
Executive Producer :
Cheryl Lage
Music :
Audio Post Company :
Rainmaker Studios
Engineer/Mixer :
Jeff McManus

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