Unskippable Ads

Early this year Geico released an ad campaign called Unskippable Ads on youtube. Essentially they had a faux skip this ad button and the only words in all the ads were "You can't skip this Geico ad because its already over. Conceptually speaking it is very interesting in that they appeal to the viewers disinterest of ads and recognize it so it seems as though they are in doing the viewer a favor by leaving them with a very short silly ad however they still get their name out there to the individual. Since it was so brief however do you still think the as is effective?