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

Leaning in to the annoyance of the medium

Geico
Headshot of Tim Nudd

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.

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


@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: February 8, 2018 https://stage.adweek.com/creativity/geico-ads-interrupt-other-geico-ads-in-the-brands-latest-fun-preroll-gag/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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