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

Leaning in to the annoyance of the medium

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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:

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.

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

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: February 8, 2018 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT