Geico Ads Interrupt Other Geico Ads in the Brand's Latest Fun Preroll Gag

The Martin Agency has done plenty of experiments with Geico preroll ads—front-loading them with the marketing message so they're unskippable; fast-forwarding through them to save you time; and crushing them down to a more manageable size. In the fourth year of their preroll shenanigans, they're trying something a little different. They're leaning in to the interruptive nature of the medium—by interrupting the ads with other ads. It's called "Interrupt-a-palooza." There are six ads total. Here are three of them: [kickout id="1"] [kickout id="2"] [kickout id="3"] The earlier "Unskippable," "Fast Forward" and "Crushed" campaigns tried to give the viewer a better preroll experience. "Interrupt-a-palooza" does, too—but in a way that amplifies the normally most annoying aspect of the form. You still have to sit through the 15 seconds, but at least you get a bit of subversive, meta comedy along the way. "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 creative director Neel Williams. "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." "Getting interrupted before watching an online video is not exactly a Ferris wheel ride," adds associate creative director Mauricio Mazzariol. "So, these new Interrupt-a-palooza ads are supposed to bring some humor to the issue by embracing the disruptive nature of pre-roll and taking it to a whole new level." The work was directed by Terri Timely of Park Pictures, who also did the original "Unskippable" campaign. CREDITS 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 Agency: The Martin Agency 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 / Creative Director: Steve Mottershead Creative Director / Flame Lead : Lee Towndrow Head of Production: John Skeffington Flame Artists: Emily Bloom, Chris Memoli, Ben Vaccaro, Jesper Nybroe, and Joel Osis Nuke Artist : Christian Mangual Flame Assist : Ben Elliot CG Artist : Ruoyu Li, Justin Miller, and Jimmy San Colourist: Fergus McCall, The Mill Remote Color Facility: Running with Scissors Audio Post Facility: Heard City Producer: Sasha Awn Sound Designer and Mixer: Mike Vitacco Stock Music: APM, Extreme Music and Asche & Spencer

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Geico Ads Interrupt Other Geico Ads in the Brand's Latest Fun Preroll Gag

Leaning in to the annoyance of the medium

Tim Nudd

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Tim Nudd