Best use of heinous media format

Pre-rolls are surely the most heinous media format known to mankind. That five seconds before the ‘skip’ button pops up feels like a yawning eternity and the enforced 15 second pre-rolls rapidly heat my blood to a rolling boil. And the enforced 30 second ads that I’m starting to encounter get my soul burning with a sense of angry resentment that it feels like I’ll carry with me until the day I die. Having said that, if brands want to use the format to inform or entertain me instead of just coming between me and the funny video I’m trying to watch, I’m all for it. I really liked the recent Toyota Hilux ‘Unbreakable Drivers’ Quinoa pre-roll, but these Geico pre-rolls are the best use of this space I’ve seen so far. They’re very clever and funny. (Cheers to Andy Flemming for pointing them out to me.)


About antmelder
Executive Creative Director at Host/Havas Sydney; passionate vegetarian; lover of books, boxing and Bruce Springsteen.

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