Geico's Newest Pre-Roll Ads Do the Skipping for Viewers
Laura McQuarrie — March 2, 2016 — Marketing
Last year, Geico won over the favor of many consumers with its quirky Unskippable YouTube pre-roll ads. As a follow-up to this series, Geico created an entirely new campaign that captures audience attention without having to use a skip button.
The 15-second ad tells the story of a hike in fast forward motion. The story begins with two men on a mountain, just about to get into a conversation about how they can access their Geico accounts 24/7. The commercial then skips to a break where Geico announces it's doing the skipping for viewers. At the end, viewers feel as if they've gotten the punchline—"I guess not everybody likes smooth jazz,"—but missed out on the buildup to the joke.
For those who are curious about what happened in between, Geico includes a prompt that links to the minute-long 'Hike (Extended): Fast Forward' version of its commercial.
The 15-second ad tells the story of a hike in fast forward motion. The story begins with two men on a mountain, just about to get into a conversation about how they can access their Geico accounts 24/7. The commercial then skips to a break where Geico announces it's doing the skipping for viewers. At the end, viewers feel as if they've gotten the punchline—"I guess not everybody likes smooth jazz,"—but missed out on the buildup to the joke.
For those who are curious about what happened in between, Geico includes a prompt that links to the minute-long 'Hike (Extended): Fast Forward' version of its commercial.
Trend Themes
1. Quirky Pre-roll Ads - Disruptive innovation opportunity: Create engaging pre-roll ads that capture audience attention and eliminate the need for skip buttons.
2. Fast Forward Motion Ads - Disruptive innovation opportunity: Explore the use of fast forward motion in ads to create a sense of intrigue and curiosity among viewers.
3. Interactive Prompting - Disruptive innovation opportunity: Incorporate interactive prompts in ads that lead viewers to extended versions or additional content, enhancing their engagement.
Industry Implications
1. Insurance - Disruptive innovation opportunity: Leveraging creative and interactive techniques to enhance customer engagement and brand recall in insurance ads.
2. Advertising - Disruptive innovation opportunity: Developing unique and attention-grabbing ad formats that disrupt the traditional advertising experience and deliver memorable messages.
3. Technology - Disruptive innovation opportunity: Utilizing advanced video editing technologies to create visually captivating ads that stand out among competitors.
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