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.

The figures in this set of short and sweet ads freeze just as viewers' patience begins to wear thin. A self-assured voiceover then point out that "you can't skip this ad, because it's already over." Is it really, though?