Unskippable
- Brand:
- GEICO
- Agency:
- The Martin Agency Richmond
2015Film
Timeless principle
Treat the limitation of the format as the premise.
The idea
Finish the entire insurance pitch before YouTube’s skip button appears, then let the frozen scene keep going wrong.
Why it works
GEICO accepts that viewers will leave after five seconds and front-loads everything required. The lingering absurdity then rewards anyone who stays, turning forced exposure into curiosity. Media behavior dictates the comedy, timing and message.
