Geico put out four new ads this week that dare you to skip them. In each ad normal scenes proceed for a few seconds before the main characters suddenly freeze. Yet the rest of the world goes on around them just as before–like a dog taking advantage of a family frozen at the dinner table to climb up and have a snack. During the whole freeze-out the giant GEICO logo, normally coming at the end of the ad, is there the whole time searing itself into your brain.
The ads are designed to capitalize on Internet video viewing habits. The goal is to grab interest in five seconds–and the freezing does just that. Check out the new Geico ads below.