Following in the footsteps of its creatively inspired breakthrough pre-roll fare (such as “Unskippable,” “Fast Forward” and “Crushed”) for client GEICO, The Martin Agency has rolled out a new series of spots in which it admits they’re interrupting you and then lets you get in the fun by interrupting the interruption. Directed by the Terri Timely duo (Ian Kibbey and Corey Creasey) of Park Pictures, six dual interruption pre-roll spots are in this latest campaign, including this piece titled “Nighty-night” in which a couple in bed talks about GEICO only to be interrupted when two stationary bike exercise cyclists break through the bedroom wall. And then everyone gets interrupted again by an intrusive GEICO logo.
Neel Williams, VP, creative director at The Martin Agency, said, “In the previous three rounds of pre-roll work, we played with the concept of time. First by skipping to the end, then fast-forwarding through the middle. This year, we took a different approach, but still kept things very self-aware. Rather than apologize for the interruption, we thought it would be fun to lean into it.”
Associate creative director Mauricio Mazzariol of The Martin Agency added, “Getting interrupted before watching an online video is not exactly a Ferris wheel ride. So, these new Interrupt-a-palooza ads are supposed to bring some humor to the issue by embracing the disruptive nature of pre-roll and taking it to a whole new level.”
CreditsClient GEICO Agency The Martin Agency Steve Bassett, SVP, group creative director; Neel Williams, Justin Harris, VPs, creative directors; Brett Alexander, SVP, executive producer; Mauricio Mazzariol, associate creative director; Maggie Weishaar, content producer; M.A. Williams, jr. content producer. Production Park, Pictures Terri Timely, director; Shawn Kim, DP; Jackie Kelman Bisbee, Justin Pollock, exec producers; Anne Bobroff, head of production; David Lambert, line producer. Editorial Cut+Run Frank Effron, editor; Amburr Farls, exec producer; Brian Mulvey, editorial producer; Michelle Eskin Remote Editing Facility Running with Scissors VFX & Finishing ArtJail Steve Mottershead, VFX supervisor/creative director; Lee Towndrow, creative director/Flame lead; John Skeffington, head of production; Emily Bloom, Chris Memoli, Ben Vaccaro, Jesper Nybroe, and Joel Osis, Flame artists; Christian Mangual, Nuke artist; Ben Elliot, Flame assist; Ruoyu Li, Justin Miller, Jimmy San, CG artists. Color The Mill Fergus McCall, colorist Remote Color Facility Running with Scissors. Audio Heard City Mike Vitacco, sound designer & mixer; Sasha Awn, producer. Music APM, Extreme Music and Asche & Spencer
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More