CREATIVITY
GEICO KEEPS INTERRUPTING ITS OWN ADS IN LATEST PRE-ROLL CAMPAIGN
Ads Embrace the Fact That Pre-Roll Is Disruptive
Editor’s Pick
Geico is a master at making pre-roll 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 suddenly 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 cartwheeling 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
- 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
- SVP, Group Creative Director:
- Steve Bassett
- VP, Creative Director:
- Neel Williams
- VP, Creative Director:
- Justin Harris
- SVP, 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
- VP, Group Account Director:
- Ben Creasey
- Account Supervisor:
- Allison Hensley
- Account Supervisor:
- Jon Glomb
- Account Executive:
- Allie Waller
- Account 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 of 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
- VFX & Finishing:
- Artjail
- VFX 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 Assist:
- 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
Read the original article HERE.