These videos were posted to GEICO’s YouTube account and also ran as YouTube pre-roll.

This video racked up over 5.1 million views in the first month and dozens of articles on some of the web’s most popular news and entertainment sites (Huffington Post, front page of Reddit, Forbes, Time, etc.). This put the GEICO message in front of millions of new customers and flipped the idea of “pre-roll” ads on its head—from something to be skipped and avoided, to something to be enjoyed and shared.

No one likes pre-roll ads. People just want to skip to the video they actually came to watch. So we decided to make pre-roll videos whose message was literally unskippable. On top of that we wanted to create a video that was so entertaining, you couldn’t help but watch the whole thing through.