Last year, Geico won over the favor of many consumers with its quirky Unskippable YouTube pre-roll ads. As a follow-up to this series, Geico created an entirely new campaign that captures audience attention without having to use a skip button.
The 15-second ad tells the story of a hike in fast forward motion. The story begins with two men on a mountain, just about to get into a conversation about how they can access their Geico accounts 24/7. The commercial then skips to a break where Geico announces it's doing the skipping for viewers. At the end, viewers feel as if they've gotten the punchline—"I guess not everybody likes smooth jazz,"—but missed out on the buildup to the joke.
For those who are curious about what happened in between, Geico includes a prompt that links to the minute-long 'Hike (Extended): Fast Forward' version of its commercial.