Last but not least: Skipping is superfluous
An ad that you keep watching even after it's already over? Auto insurer Geico shows how it's done.
The problem is well known: After five seconds, YouTube skips the pre-roll spots before the clips with a button. Unsurprisingly, most users don't let a second pass before finally getting to the desired video content. In the eyes of most YouTube users, advertising is seen as an annoying, at best necessary evil that needs to be avoided at all costs. Ok, in view of the conspicuously frequent trash commercials "Off on vacation", this is a perfectly understandable attitude.
https://www.youtube.com/watch?v=GDw5Zg_yEKw
It is surprising that the advertising industry does not make it its business more often to use the first few seconds that everyone is forced to watch more efficiently. Commercials that can tell a story for 30 seconds on television fizzle out ineffectively on YouTube if it is not even clear after five seconds who wanted to advertise what.
No rule without exception. For example, DDB Madrid showed back in 2013 for the then new Golf GTI that notorious skippering does not have to be a barrier to creativity (Werbewoche.ch reported). The fastest commercial in the world would have been over long ago anyway if you had been allowed to skip it.
The Martin Agency from Richmond has now gone one step further for car insurer Geico. The agency manages to get you to see the actual commercial after five seconds - and still get stuck staring at the Geico logo for another minute. The clumsy dog does not allow any discussion about skipping. If you watch the commercial in full screen, you will also recognize the no less funny, suppressed reactions of the human actors. (hae)
Note: The commercial was subsequently replaced by the Cannes version, as the original version was deleted.
All spots of the campaign:
