Open on a stereotypical TV family having dinner. Mom says a cheesy line, the GEICO logo comes up, music plays and the action freezes. The announcer says “You can’t skip this GEICO ad because it’s already over” followed by the tagline. Then an unexpected dinner guest appears.

No one likes pre-roll ads. People can’t click “skip” fast enough to get to 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.