Ad of the Day: Geico Makes Clever Preroll Ads That Are Basically Unskippable

Those first five seconds are key

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Viewership rates for YouTube preroll ads are generally poor. Part of the problem is, very few marketers specifically tailor ads to preroll—they prefer simply to run their TV spots unchanged. But that ignores the fact that those first five seconds are crucial. If you don't hook people then, you'll lose them.

Geico understands this, though, and is rolling out some fun new digital ads today—from The Martin Agency—that really put the emphasis on those first five seconds. Absurdly and comically so. The ads will run as :15s, :30s and even longer spots, but what happens after the first five seconds is part of the humor.

Two executions, "Family" and "High Five," roll out today in various lengths. Two more are coming soon. UPDATE: All four spots are now posted below.


Client: Geico

Vice President, Marketing: Ted Ward

Manager, Broadcast Production and Agency Relations: Amy Hooks

Marketing Buyers: Katherine Kalec, Brighid Griffin

Marketing Coordinator: Thomas Perlozzo

Agency: The Martin Agency, Richmond, Va.

Chief Creative Officer: Joe Alexander

Senior Vice Presidents, Group Creative Directors: Steve Bassett, Wade Alger

Vice President, Associate Creative Director: Neel Williams

Associate Creative Director: Mauricio Mazzariol

Vice President, Executive Producer: Brett Alexander

Broadcast Producer: Liza Miller

Junior Broadcast Producer: Coleman Sweeney

Business Affairs Supervisor: Suzanne Wieringo

Senior Integrated Production Business Manager: Amy Trenz

Financial Manager: Monica Cox

Senior Vice President, 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 Producers: Justin Pollock, Jackie Kelman Bisbee

Line Producer: David Lambert

Editorial Company: Whitehouse Post

Editor: Caleb Hepler

Executive Producer: Kristin Branstetter

Producer: Jojo Scheerer

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

@nudd Tim Nudd is a former creative editor of Adweek.