First, one of the Film Grand Prix winners came from an unlikely media sector–online pre-roll in the form of GEICO’s “Unskippable: Family Long Form 01” directed by the Terri Timely duo (consisting of Ian Kibbey and Corey Creasey) of Park Pictures for The Martin Agency, Richmond, Va. The mundane slice of life shows a family at the dinner table, accompanied by the GEICO logo–at which point a voiceover points out just after a few seconds that “you can’t skip” this GEICO ad “because it’s already over.” Indeed all the family members are in quasi-freeze frame–actually they’re simply holding their poses–as the family dog proceeds to eat all the food on the table. It’s thus the ad that’s over but still you can’t divert your eyes from it.
Cannes Film Jury president Tor Myhren, president and worldwide chief creative officer of Grey, said of the “Unskippable” spot, “This broke every rule that we know in filmmaking. In the least sexy media space available, pre-roll, GEICO made content so good they challenge you not to watch. But of course, you can’t take your eyes off it.”