Geico Keeps Interrupting Its Own Ads in Latest Pre-Roll Campaign

Ads Embrace the Fact That Pre-Roll Is Disruptive

Published On
Feb 08, 2018

Editor's Pick

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."

Credits

Date
Feb 08, 2018
Brand :
Geico
Client :
Geico
Agency :
The Martin Agency
Assistant Vice President, Marketing :
Bill Brower
Marketing Director, Media, Advertising :
Melissa Halicy
Brand Team Senior Supervisor :
Gary Aurand
Brand Team Supervisor :
Tom Perlozzo
Brand Team Planner :
Brighid Griffin
Brand Team Planner :
Julia Nass
Brand Team Buyer :
Tim Ware
Senior Vice President/Group Creative Director :
Steve Bassett
Vice President/Creative Director :
Neel Williams
Vice President/Creative Director :
Justin Harris
Senior Vice President/Executive Producer :
Brett Alexander
Associate Creative Director :
Mauricio Mazzariol
Content Producer :
Maggie Weishaar
Junior Content Producer :
M.A. Williams
Business Affairs Supervisor :
Suzanne Wieringo
Senior Financial Affairs Manager :
Amy Trenz
Vice President, Group Account Director :
Ben Creasey
Account Supervisor :
Allison Hensley
Account Supervisor :
Jon Glomb
Account Executive :
Allie Waller
Coordinator :
Abbey Reddington
Project Manager :
Karen McEwen Gates
Senior Production Business Manager :
Amy Trenz
Production Company :
Park Pictures
Executive Producer :
Jackie Kelman Bisbee
Executive Producer :
Justin Pollock
Director :
Terri Timely
Director, Photography :
Shawn Kim
Head of Production :
Anne Bobroff
Line Producer :
David Lambert
Editorial Company :
Cut and Run
Executive Producer :
Amburr Farls
Editor :
Frank Effron
Editorial Producer :
Brian Mulvey
Managing Director :
Michelle Eskin
Remote Edit Facility :
Running with Scissors
Visual Effects and Finishing :
Artjail
Visual Effects Supervisor :
Steve Mottershead
Creative Director :
Steve Mottershead
Creative Director :
Lee Towndrow
Flame Lead :
Lee Towndrow
Head of Production :
John Skeffington
Flame Artist :
Emily Bloom
Flame Artist :
Chris Memoli
Flame Artist :
Ben Vaccaro
Flame Artist :
Jesper Nybroe
Flame Artist :
Joel Osis
Nuke Artist :
Christian Mangual
Flame Assistant :
Ben Elliot
CG Artist :
Ruoyu Li
CG Artist :
Justin Miller
CG Artist :
Jimmy San
Colorist :
Fergus McCall
Remote Color Facility :
Running with Scissors
Audio Post Facility :
Heard City
Producer :
Sasha Awn
Sound Designer and Mixer :
Mike Vitacco
Stock Music :
APM
Stock Music :
Extreme Music
Stock Music :
Asche & Spencer

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