Creativity

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

Ads Embrace the Fact That Pre-Roll Is Disruptive

By Alexandra Jardine. 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."

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Credits

Date
Feb 08, 2018
Agency:
The Martin Agency
Client:
Geico
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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