Best of 2015 No. 1 TV/Film: Geico's Pre-Roll Ads Are Literally Unskippable

Don't Even Bother Because the Action's Already Over

Published on Feb 27, 2015

Editor's Pick

Through New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.

At No. 1 in TV/Film, in the nearly intolerable world of online video advertising, the Martin Agency broke the mold with the "Unskippable" campaign, a series of inventive pre-roll ads that practically dare viewers to stop watching them -- but you can't because they're just so damn funny. The ads challenge the audience by telling them they can't skip them because "they're already over," as the apparent action "stops" in the films, taking place in various settings, including a family dinner, an elevator, a barbecue and after hours at an office. But what ensues will have you glued to the screen.

During the Cannes International Festival of Creativity, the film jury awarded this particular spot, "Family" as the Grand Prix winner. Read more about it on

Original Story:

So many of us can't wait to "skip this ad" to get to the videos we wanted to see in the first place. Geico and The Martin Agency get that. The creative shop taps into that insight for "Unskippable," the insurance brand's latest digital campaign that's tailor-made for the pre-roll format, directed by Park Pictures' Terri Timely.

The figures in this set of short and sweet ads freeze just as viewers' patience begins to wear thin. A self-assured voiceover then points out that "you can't skip this ad, because it's already over." Is it really, though?

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Feb 27, 2015
The Martin Agency
Terri Timely
Production Company:
Park Pictures
Editorial Company:
Whitehouse Post
Caleb Hepler
Executive Producer:
Kristin Branstetter
JoJo Scheerer
Executive Producer:
Jackie Kelman Bisbee
Chief Creative Director:
Joe Alexander
SVP Group Creative Director:
Steve Bassett
SVP Group Creative Director:
Wade Alger
VP/Associate Creative Director:
Neel Williams
Associate Creative Director:
Mauricio Mazzariol
VP/Executive Producer:
Brett Alexander
Broadcast Producer:
Liza Miller
Junior Broadcast Producer:
Coleman Sweeney
Business Affairs Supervisor:
Suzanne Wieringo
Senior Integrated Business Manager:
Amy Trenz
Financial Manager:
Monica Cox
Senior Project Manager:
Karen McEwan
Terri Timely
Executive Producer:
Justin Pollack
Line Producer:
David Lambert
Tim Mascik
Post Facility:
Running with Scissors
Flame Artist:
Chris Hagen
Executive Producer:
Cheryl Lage
Audio Post Company:
Rainmaker Studios
Jeff McManus

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