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YouTube is uncompromising when it comes to its pre-roll spots. Neither love nor money will grant a brand licence to toy with the channel’s "skip" button, meaning agencies have to get creative if they want people to watch for longer than the mandatory five seconds. Except that creativity in this area has been sorely lacking so far, making Geico’s efforts all the more noteworthy. The ads open in knowingly cheesy fashion until a voiceover tells viewers they can’t skip the spot because it’s already over. But after the freeze-frame ending, the ad keeps rolling (in one spot, a dog eats his inanimate family’s food) – making for surprisingly compelling viewing.