No other agency has done more that The Martin Agency to entice people to watch, rather than skip, pre-roll adverts. And the agency – as well as client, Geico, has won fans and fame for its efforts.
The idea by its London office for Barclays Bank is ingenious. It’s a Rube Goldberg machine, the Self Skipping Pre Roll Ad machine, that does exactly what its name suggests – eventually.
The ad opens with a title that states, Barclays relationship directors understand your needs so this ad will skip itself. It does so, but twenty seconds later. Meanwhile the Rube Goldberg machine the audience is watching is decked with Barclays messages.
The Rube Goldberg machine was designed by 1stAvenueMachine’s (engineer turned director) Bob Partington, who also created the zoetrope of 384 beer glasses for Mother London and Stella Artois, and all twenty illusions in OK Go’s music video, The Writing’s On the Wall.
Partington designed the entire system. Will Field and the team at London props, models and special effects agency, Anarchy, completed its construction. The film was shot by Ed Wild.
Creative Agency: The Martin Agency
Executive Creative Director: Dan Fisher
Creative Director: Mark Nicholson
Creatives: Soren Birk & Lloyd Daniel
Head of Account Management: Stephanie Hobart
TV Producer: Christian Gill
Production Company: 1stAveMachine
Director: Bob Partington
Executive Producer: Isabella Parish
Producer: Mike Capon
Grade: Daniel De Vue @ Glassworks
Post Production: 1stAveMachine
Sound: Smoke & Mirrors