Tuesday, February 20, 2018
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The Martin Agency, Terri Timely Team On Inspired Interruptions For GEICO

By

Robert Goldrich
Wednesday, Feb. 7, 2018

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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.”

Credits

Client 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

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