The hardest thing about creating a pre-roll ad is attempting to find a way of getting people to not skip it after its first five seconds (during which time viewers unable to skip). As Adweek points out, according to some measures “94 percent of pre-roll gets skipped immediately after the first five seconds.” So, for its latest pre-roll ads for Geico, The Martin Agency decided to make ads that were “Unskippable.”

But how exactly do you accomplish that? In “Family” and “High Five,” The Martin Agency shows the “end” of the ad, followed by the message, “You can’t skip this Geico ad, because it’s already over.” In the aforementioned “Family” a mother says, “Don’t thank me, thank the savings” as the Geico logo comes onscreen, accompanied by the voiceover message. The family then attempts to sit perfectly still for the remainder of the 30 seconds, as their dog goes to town on their dinner.

The joke is kind of funny the first time around, but already feels a bit tired in “High Five.” It follows the same basic formula as its predecessor, only with two guys grilling and different shennanigans after the five second mark. While you have to give The Martin Agency some credit for finding a way to make “Unskippable” pre-roll ads, we have a feeling that, since this is Geico, the schtick is going to be milked for all it’s worth, until we can’t stand it anymore. We wouldn’t be surprised if this campaign spawns its share of imitators as well.

Credits:

Client: Geico

Vice President, Marketing: Ted Ward

Mgr., Broadcast Production and Agency Relations: Amy Hooks

Marketing Buyer: Katherine Kalec

Marketing Buyer: Brighid Griffin

Marketing Coordinator: Thomas Perlozzo

Agency: The Martin Agency, Richmond, Va.

Chief Creative Officer: Joe Alexander

SVP/Group Creative Director: Steve Bassett

SVP/Group Creative Director: Wade Alger

VP/Associate Creative Director: Neel Williams

Associate Creative Director: Mauricio Mazzariol

VP/Executive Producer: Brett Alexander

Broadcast Producer: Liza Miller

Junior Broadcast Producer: Coleman Sweeney

Business Affairs Supervisor: Suzanne Wieringo

Sr. Integrated Production Business Manager: Amy Trenz

Financial Manager: Monica Cox

SVP/ Group Account Director: Brad Higdon

Account Supervisor: Josh Lybarger

Account Executive: Allison Hensley

Senior Project Manager: Karen McEwan

Production Company: Park Pictures

Director: Terri Timely

Executive Producer: Justin Pollock

Executive Producer: Jackie Kelman Bisbee

Line Producer: David Lambert

Editorial Company: Whitehouse Post

Editor: Caleb Hepler

Executive Producer: Kristin Branstetter

Producer: Jojo Sheer

Telecine: Co3

Colorist: Tim Mascik

Post Facility: Running with Scissors

Flame Artist: Chris Hagen

Executive Producer: Scott Friske

Senior Producer: Cheryl Lage

Music: APM

Audio Post Company: Rainmaker Studios

Engineer/Mixer: Jeff McManus

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