2014: The Martin Agency creates ‘Unskippable’ campaign for Geico

To celebrate the Ad Club of New York's 120th anniversary, The Drum is inviting readers to share their favorite marketing moments from the past 120 years.

Today’s marketing moment was chosen by David Slayden, associate professor at the University of Colorado Boulder’s College of Media, Communication and Information & executive director of IXDMA, a graduate degree program. Below, find out why Geico's 'Unskippable' campaign is one of his favorite marketing moments.

If you haven’t seen Martin Agency’s Unskippable campaign for Geico, well, I don’t know what to say exactly other than where have you been? It has won a slew of awards and deservedly so. The campaign also had 10 million views in the first 3 weeks and after that, as Neel Williams says, “our media team couldn’t give us an exact number of media impressions, so we’ll just unofficially say a bazillion.”

Here’s the backstory. GEICO wanted some pre-roll ads. Pre-rolls are exceptionally skippable. But Martin made the occasion rise to the creative standard that we’ve come to expect from Geico. They reinvented the pre-roll, making it so entertaining that viewers not only didn’t skip it, they watched it all the way through. And Martin proved once again that there’s no divide between great creative and good business.

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