What: A YouTube preroll ad from Geico that takes full advantage of those precious, unskippable five seconds and then ensures there is some serious payoff for anyone who sticks around and doesn’t hit “Skip Ad.”
Who: Geico, The Martin Agency
Why We Care: You mean aside from the big, hungry, furry surprise? As we said, it’s about defying expectations and making something that’s so commonplace that it would be invisible if it weren’t so damn annoying—the dreaded preroll ad—and transforming it into a source of fun. Not an easy feat, but expertly done here.
The insurance company’s latest online ads use humor to dissuade viewers from clicking past them. One ad showing a dog gobbling a family’s dinner has viewers lingering to watch the chaos. Carson Daly reports from the Orange Room.