Unskippable pre-roll
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I’ve long contended that any responsible ad agency needs to make the first five seconds of a pre-roll ad compelling enough to make a viewer disinclined to skip the rest.
Instead they usually just put the first five seconds of their TV ad up and, unsurprisingly, people hit that skip option like an epileptic woodpecker.
Until now.
Hats off, Geico:
https://www.youtube.com/watch?v=pvcj9xptNOQ
https://www.youtube.com/watch?v=8Dvx060Rx3g
best thing in ages. love it.
Really like the dog one. Hard to follow.
The dog one is brilliant. I love the fact that the pooch isn’t doing anything that’s trained: it’s just filling his furry face with anything in reach (which is just what my bloody dog would do, given the chance).
I’d slightly modify your contention, to say that the brief should be to make the first 5 seconds encapsulate your message so completely that the remaining 25 seconds are rendered largely superfluous.
I once tried this with a spokesman saying “I’m supposed to tell you that [summary of product benefit] in 5 seconds but I just can’t do it. Not without thanking [long list of people involved].”
Didn’t get made, but I always thought there must be something in working this way round. This is a lot more entertaining than my version, mind. Hats off.
It’s lazy advertising just to run a commercial made for TV as a pre-roll ad or a complete lack of understanding. Either way, it’s a huge disservice to a client. I like these and they make you watch just long enough to be effective.
If there is such a thing as advertising genius, this qualifies in my book.
Haha great stuff. Those Americains eh? Never afraid to make an ad an ad. Hats off to them.
Top stuff.
That is really fantastic. There’s a logo on for about 57 seconds and it’s still brilliant.
I think the other great thing is that you CANNOT turn away. You have to keep watching what the dog does, then you want to watch it again.