Directed by Terri Timely, the spots take a hilariously realistic approach to pre-roll ads, halting the action in the first few seconds to poke fun at the fact that few viewers stick around to see what happens next. GEICO “Unskippable: Family” finds an enthusiastic family sitting down to dinner when they all freeze after the mom delivers the first line, with the voiceover noting “You can’t skip this GEICO ad, because it’s already over.” The group remains frozen in the background as the family dog climbs onto the table, helping himself to several plates of spaghetti.
SPW Credits
Client: Geico Vice President, Marketing: Ted Ward Manager, Broadcast Production and Agency Relations: Amy Hooks Marketing Buyers: Katherine Kalec, Brighid Griffin Marketing Coordinator: Thomas Perlozzo
Agency: The Martin Agency, Richmond, Va. Chief Creative Officer: Joe Alexander Senior Vice Presidents, Group Creative Directors: Steve Bassett, Wade Alger Vice President, Associate Creative Director: Neel Williams Associate Creative Director: Mauricio Mazzariol Vice President, Executive Producer: Brett Alexander Broadcast Producer: Liza Miller Junior Broadcast Producer: Coleman Sweeney Business Affairs Supervisor: Suzanne Wieringo Senior Integrated Production Business Manager: Amy Trenz Financial Manager: Monica Cox Senior Vice President, Group Account Director: Brad Higdon Account Supervisor: Josh Lybarger Account Executive: Allison Hensley Senior Project Manager: Karen McEwan
Production Company: Park Pictures Director: Terri Timely Executive Producers: Justin Pollock, Jackie Kelman Bisbee Line Producer: David Lambert
Commercial production company Explore and director Jeremy Pinckert went to a familiar well to pull inspiration for their latest production for Go RVing. "Hotel Hassle" was initially conceived as an audio-only campaign, but Go RVing's SVP/CMO Karen Redfern asked Explore to adapt the script into a new, live-action commercial. The adaptation from audio ads to digital commercial spots involved adding re-written lines and a few iconic scenes from Pinckert’s ideas that provided anchor moments for the ads. In particular, 'Hotel Hassle' features a room key that just won’t open the door. The visual he added (a round sensor on the door where the key unlocks) not only modernized the ad into the age of tap, but also gave the spot a technology vs. human undertone, invoking the AI-character Hal from Stanley Kubrick’s '2001 A Space Odyssey.'
Explore and Pinckert also added a visual hook to the ending of the spot that leaned on his own experiences traveling with his family. He found his hands were always full, clutching a few bags, random loose objects, his phone, and of course, his coffee. In the commercial, there is a moment where all of the frustrations are just too much for the protagonist and he almost curses in front of the family. What if the director added an action where the protagonist accidentally spills their coffee and the camera freezes precisely at this moment?
"Hotel Hassle", part of Go RVing's larger Don't Go There! campaign, is currently being broadcast nationwide via strategic digital channels.
