In 1994, the Government Employees Insurance Company came to us with a challenge: take a low-interest category, an unfamiliar direct-to-consumer business model, an acronym no one could pronounce and an industry filled with scare tactics, and change everything. And we did, replacing fear with humor and adding multiple storylines and pop culture icons (i.e., a gecko, caveman and camel).

Results: In our 20+ years together, GEICO has grown from number eight to number two in the category and continues to grow. The work has also won a few awards along the way, too. But who’s counting?

Crushed

Now in its third iteration, GEICO’s pre-roll campaign has a new theme for 2017. Confronted with a familiar challenge (keeping viewers from hating an ad they’re forced to watch), we asked ourselves how we could use the medium to entertain and engage. The answer? Take a longer pre-roll ad and compress it. Literally. The result is five unique pre-roll videos “crushed for your viewing convenience.”