Geico is a master at making pre-rolll advertising entertaining and watchable, with campaigns like Unskippable, Fast Forward and Condensed. Its latest ruse, once again created by the Martin Agency, is to embrace the fact that pre-rolls are disruptive by making the videos all about interruptions.
For example, in one spot, seen here, a couple in bed, rather stiltedly discussing Geico's savings, are suddently interrupted by a couple of gym bunnies on cross trainers bursting through their wall, and then again by the Geico logo crashing through the other wall.
There's also a scenario where skiers crash into a photography session revealing a mountain behind, closely followed by carwheeling cheerleaders. In another, two guys in a boring-looking office are interrupted by an enthusiastic pair of golfers. All end with the giant Geico logo providing a final interruption. Terri Timely at Park Pictures is the director.
"In the previous three rounds of pre-roll work, we played with the concept of time. First by skipping to the end, then fast-forwarding through the middle, and last year, condensing our ads," says Neel Williams, VP, creative director at the Martin Agency, in a statement. "This year, we took a different approach, but still kept things very self-aware. Rather than apologize for the interruption, we thought it would be fun to lean into it."