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?
Last year, GEICO took on the YouTube skip button with its “Unskippable” campaign. This year, we had a new pre-roll problem. An online media buy without any skip buttons. So how do you keep people from hating a pre-roll ad they’re forced to watch to the end? Simple. You fast-forward through it. We created four :15 pre-roll ads that do just that. Each ad begins in a mundane situation then fast-forwards ahead to something much more unexpected. At the end, you can click to watch the unabridged version of the ad and see what you missed. The goal is to take the most annoying 15 seconds in advertising and turn it into something so disruptive and entertaining, you’d actually choose to watch more.