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The more I see the more I like this newest mini-campaign from Geico. Generally, I don't think that borrowing interest from celebrities unrelated to the product is a great idea. In this case, however, it seems to me that utilizing the celebrities to spice up the stories of real people serves a real purpose: It makes the testimonials seem even more genuine and authentic. I'm about the only person in the world who does not find the gekko all that charming. But that's because I already have enough smart-ass in my life. These spots, on the other hand, make me feel good about the brand. If I were to switch insurance, I really might switch to Geico based on these spots. Maybe I'll invest 15 minutes before my next half-yearly comes due.
UPDATE: Just noticed that Adfreak is talking about the campaign today, too.
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I think this may be in response to the perception that cheap insurance companies offer poor customer service---hence a fun spin on true stories that make you comfortable with using them.
I'm curious if this was in response to research, or if they're simply looking to evolve their ads.
Posted by:Chip Dwyer | August 24, 2006 at 02:49 PM
This to me is one more example of crappy borrowed interest. GEICO realizes the gecko is getting stale, but they have no compelling message. So while they figure it out they find some 3rd rate celebs in a desperate attempt to make people watch.
Is this supposed to be kitschy, ironic, surreal? I don't think it's any of those. It's just stupid.
Posted by:pat smith | August 24, 2006 at 05:20 PM
I'm with you generally disliking borrowed interest. No one ever pays it back. On the other hand, anything is more intereting than insurance, so in the case of these spots, I'm grateful for the entertainment. I love how Bachrach seems to contacting his muse for the lyrics.
Posted by:everysandwich | August 28, 2006 at 04:45 PM