Geico Fast-Forwards Through Its Latest Clever Prerolls, but You Might Want to See More

The Martin Agency's follow-up to 'Unskippable'

Geico and The Martin Agency had a huge hit with their "Unskippable" preroll campaign on YouTube last year, which Adweek named the best campaign of 2015. This year's follow-up campaign, though, needed a completely new hook—because the YouTube buy this time involves 15-second prerolls where no skip button appears at all.

But don't worry. Geico still has you covered.

Instead of showing you the whole ad in the first five seconds, and then rewarding you with quietly awkward comedy if you stick around, the new spots have a different structure—they show the very beginning and the very end of longer ads, but fast-forward through the middle. And if you're curious about what happened in the middle (and the ads suggest that some really odd stuff went down), you can click through to see the full spot.

Check out the spots, directed by Nick Ball of Furlined, here: 

 

"Hike"

 

"Lake"

 

"Forest"

 

"Going Up"

 

It's not a radical departure from last year's ads. There's the same comedic vibe, and the same self-aware acknowledgment of preroll being, fundamentally, a burden. There's even another elevator spot. (Birds, fish and bears have taken the place of the dog, though.)

The conceit isn't quite as pure as last year's, if only because the viewer has to click through to see a second video—which feels like a big ask, particularly given that the campaign inherently admits even 15 seconds is probably too intrusive. But the ads are amusing, and you can't fault Geico for extending a campaign this smart and innovative. 

CREDITS

Client: Geico

Vice President, Marketing: Ted Ward

Senior Director, Marketing: Amy Furman

Director, Marketing Media Advertising: Bill Brower

Sr. Mgr., Broadcast, Outdoor, Print & Sports Marketing: Melissa Halicy

Marketing Supervisor: Mike Grant

Marketing Buyer: Tom Perlozzo

Marketing Buyer: Brighid Griffin

Marketing Coordinator: Julia Nass

Agency: The Martin Agency

Chief Creative Officer: Joe Alexander

Group Creative Director: Steve Bassett

Group Creative Director: Wade Alger

Creative Director (copywriter): Neel Williams

Associate Creative Director (art director): Mauricio Mazzariol

Executive Producer: Brett Alexander

Broadcast Producer: Liza Miller

Junior Broadcast Producer: Coleman Sweeney

Group Account Director: Brad Higdon

Account Executive: Allison Hensley

Account Coordinator: Allie Waller

Business Affairs Supervisor: Suzanne Wieringo

Financial Account Supervisor: Monica Cox

Senior Production Business Manager: Amy Trenz

Project Manager: Karen McEwen

Production Company: Furlined

Director: Nick Ball

President: Diane McArter

Senior Executive Producer: David Thorne

Executive Producer: David Richards

Producer: Jason Gilbert

      

Editorial Company: Cut + Run

Executive Producer: Carr Schilling

Producer: Annabelle Dunbar-Whittaker

Editor: Frank Effron

Assistant Editor: Brian Meagher

Telecine: MPC

Colorist: Ricky Gausis

Animation/VFX: MPC

Executive Producer: Lexi Stern

Senior Producer: Juliet Tierney

Production Coordinator: Valentina Cokonis

Line Producer: Deepanjali Singh

VFX Supervisor: Gizmo Rivera

VFX Supervisor/Nuke Lead: Jim Spratling

Comp/Prep Lead:  Avinash Bhandary

Roto Lead: Sivakumar R

Music: Black Iris

Executive Producer: Jon Spencer

Senior Producer: Amanda Patterson

Executive Creative Director: Justin Bailey

Creative Director: Rich Stine

Composer: Justin Bailey

Audio Post Company: Rainmaker Studios

Engineer/Mixer: Jeff McManus, Mike O'Connor