GEICO: Forest; Hike; Lake; Lift

Following last year's shots Award-winning Unskippable campaign The Martin Agency has once again joined forces with GEICO (The Government Employees Insurance Company) for another clever and amusing use of pre-roll ads.

In contrast with last year's campaign, which saw several scenes paused after the first five seconds before the viewer had a chance to skip the action, this year's campaign, Fast Forward, takes the opposite approach. Opening on a story, then fast-forwarding to the end, the new work misses out the middle part making viewers wonder what they've missed.

Produced by Furlined and helmed by Nick Ball, the clever campaign is made up of four spots that start in a mundane manner and end up with unexpected results. Viewers are given the option to fast-forwarded, though it's far more amusing if they don't.