"Crushed" on Creativity

February 07, 2017

Geico's New Pre-Roll Ads Are Literally 'Condensed for Your Convenience'

Another Hilarious Way to Engage Online Viewers

By Alexandra Jardine. Published on Feb 07, 2017

Following its Unskippable and Fast Forward pre-roll campaigns, Geico has come up with another ingenious way to get viewers engaging with pre-roll ads.

The Martin Agency's latest set of ads are announced by a voiceover which informs you that the ad "has been condensed for your convenience." And it literally has -- in each scenario the entire set is "crushed" by a wall sliding from left to right. Various scenarios, including a pottery class (seen here -- there's also a funny extended ending), a massagetwo guys playing racquetball and a crew of grocery store employees stacking shelves, are wrecked, while the characters chat throughout about saving money with Geico.

Clever and funny, the spots were directed by Terri Timely at Park Pictures (the same duo responsible for "Unskippable").

Continue to Creativity.

Posted By: The Martin Agency

Adweek Calls GEICO Pre-Roll "As Entertaining As Possible"

February 07, 2017

Geico Crushes Its New Preroll Ads Down to Nothing, So You Don’t Have to Keep Watching Them

Latest fun and goofy evolution of 'Unskippable'

By Tim Nudd

Geico keeps making its preroll ads as entertaining as possible, mostly by acknowledging that you probably don’t want to watch them at all. In its latest preroll campaign from The Martin Agency, that means condensing the ads down to nothing—by crushing them very literally indeed.

“The following ad is being condensed for your viewing convenience,” the familiar Geico voiceover says at the beginning of each spot. The wall on the left side of the scene then begins to move right, amusingly crushing everything in its path—Star Wars trash compactor style—as the talent scrambles to contain the damage, or just get out of the way.

Check out a bunch of the ads here, including some extended versions:

Geico has been making fun and innovative prerolls for a few years, beginning with “Unskippable,” which memorably put the ending of the ads at the beginning. (Adweek named “Unskippable” the best ad campaign of 2015.) A second campaign, last year, fast-forwarded through the middle of the ads entirely, making you wonder what you’d missed (you could click to go back and find out).

Of the new “Crushed” work, a rep for The Martin Agency tells AdFreak: “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 preroll ad and compress it. Literally. The result is five unique pre-roll videos ‘condensed for your viewing convenience.’ “

Continue to Adweek.

Posted By: The Martin Agency

Martin NY MD Talks Diversity in the Industry

January 25, 2017

Equality Within Creativity: Ad Agencies Work Toward Greater Gender Diversity

When national organization She Runs It (formerly Advertising Women of New York, founded in 1934) partnered with EY and LinkedIn on a global study called "Accelerating the Path to Leadership for Women in Marketing and Media" to analyze the differences between men and women as they progress in their careers in the industry, the results were somewhat surprising: Nearly 50 percent of employees at media and creative agencies are women at the entry level, but that number then drops—in a hockey-stick pattern—to just 25 percent at the executive leadership level.

The study—which encompasses nearly 4 million people and more than 4,000 companies across seven subsectors—promoted the proverbial eyebrow raise around “the pervasive and dramatic angle of the hockey stick,” says She Runs It president and CEO Lynn Branigan. “Companies look at that and they’re baffled. They know what’s happening but they’re not sure why, and they’re not quite sure what to do about it.” 

“I believe even over the last couple of years, the drop-off has become worse,” says Amber Guild, managing director of Martin NY. “Something is clearly going on.”

Click here for full article.

Posted By: The Martin Agency

GEICO Takes Top Spot in Ad Awareness Ranking

January 24, 2017

Geico takes No. 1 spot on YouGov's first-ever 'Ad Awareness' ranking

by Kathryn Luttner

New survey reveals a gap between what brands spend and what viewers remember seeing.

With $1.28 billion spent on paid advertising in 2015, Geico doesn’t come close to cracking the list of the world’s 10 most prolific advertisers. But the insurance company with the famously quirky ads nonetheless grabbed the No. 1 spot in YouGov BrandIndex’s first-ever Ad Awareness Rankings, beating out bigger spenders like Verizon Wireless (No. 2) and AT&T (No. 4).

The new rankings are based on an always-on digital survey that poses a single multiple-choice question: Have you seen an ad from this brand within the past two weeks? Geico’s media spend indicates it should rarely have been the most popular answer. But the results suggest there is a gap between what viewers see and what they remember.

Click here for full article.

Posted By: The Martin Agency

Martin Named to Ad Age's Creativity Innovator List

January 23, 2017


The Martin Agency

Nontraditional thinking and campaigns with a positive cultural impact propelled the Martin Agency once again onto the Creativity Innovators list this year.

They included "World's Biggest Asshole," a provocative PSA for Donate Life, which wanted to reach male millennials and increase sign-up for organ donation. Drawing on stories about donor families being surprised that a family member had registered to be a donor because they were an "asshole" in life, the agency created a character, played by actor Thomas Jane, who's completely horrible in life but redeems himself in death through organ donation. The film had zero paid media, but Donate Life saw almost 30,000 new registrations afterward and organ donation registration was up 698% in five weeks.

Click here for full article.

Posted By: The Martin Agency

Taylor Wiegert Named Top Ten Finalist in Young Innovator Competition

January 19, 2017

Our very own Taylor Wiegert makes the list as a finalist for The Drum's Young Innovator Competition. 

Article below. Full article here.

After 16,000+ votes, the finalists for the Young Innovator Award have been chosen.

The award, in conjunction with Google and The Advertising Club of New York, rewards excellence and innovation by young professionals in advertising, marketing and media. The winner will be chosen by a panel hand-picked by The Ad Club, comprising several high-level professionals in the field and the winner will be announced in the coming weeks. The finalists cover a wide geography and disciplines and are in the running for the $5,000 prize and industry-wide recognition.

“Through this award, we look to celebrate excellence and forward thinking by fresh, young minds,” said Gina Grillo, CEO of The Advertising Club of New York.

And what a celebration it is so far. All of the finalists have achieved a great deal already — and we asked each a few questions to get their perspectives on what innovation means to them, top innovation in the world today, their innovation heroes and what they will do, should they win the competition.

Taylor Wiegert, planning director, UX strategy, The Martin Agency

What does innovation mean to you?

Innovation is key for brands to stand out and earn attention. That’s my daily mindset and what motivates me to always be curious and never stop pushing the possibilities.

What’s the best innovation you’ve seen recently?

The Microsoft Surface Studio marked a pivotal point in consumer computing because Microsoft did the impossible – out-innovated Apple with a product that has ignited a new era for Microsoft.

Who is your innovation hero?

The team of Daniel Kahneman and Amos Tversky because their work in behavioral economics upended our assumptions on decision-making, paving the way for a new era in human understanding.

Which brand/company is the most innovative, in your opinion?

Snapchat has successfully played by its own rules and built a groundbreaking company. In the process, it’s forced social networking giant Facebook to rethink everything across its suite of products.

If you win the competition, what will you put your winnings towards?

As the first in my family to go to college, I have student loans. I’d put my winnings toward paying for the education that’s given me so much, including consideration for this award.

Posted By: The Martin Agency