GEICO ad campaigns are known for using surreal humor and sarcasm, often featuring distinctive characters such as corporate mascot, GEICO gecko. The advertising strategy combines a number of print saturation levels (especially mailing letters) and television parody ads, as well as radio ads. The common line used by GEICO is "15 minutes can save 15% or more on car insurance."
Investor Warren Buffett, chairman and CEO of GEICO parent Berkshire Hathaway, has stated that he will spend $ 2 billion on GEICO advertising if he can, about double the 2012 spending of $ 1.1 billion, more than two fold from Progressive Corporation's second place, with 6.8% of incoming premiums to advertising. By 2016, GEICO is the top spending brand in the United States, with more than $ 1.4 billion in advertising, ousting second-place Verizon and previous leader AT & amp; T. However, this is offset by not paying agent commissions, because GEICO uses a direct model to the consumer. This resulted in GEICO becoming the second largest auto insurance company in the United States (behind State Farm).
Many of the most prominent television advertising campaigns, such as GEICO Gecko, GEICO Cavemen, Rhetorical Questions campaign featuring Mike McGlone, Maxwell the Pig, and GEICO Hump Day Camel were developed by Martin Agency.
Video GEICO advertising campaigns
Iklan animasi
Animated ads are part of the initial GEICO Direct ad as well as the "Dumb Things" campaign. The 15-second advertisement, animated by Bill Plympton, featured a curious little man walking to an object and was ultimately hurt by his curiosity towards the object. One advertisement, for example, involves him locating a cannon and pressing a button, causing the resulting cannon ball to ignite and stick to his face. The original ad ad is "You can still save money on car insurance, even if you make some mistakes."; then modified to "We all do stupid things.Paying too much for car insurance does not have to be one of them."
Maps GEICO advertising campaigns
Gecko
Company advertisements sometimes focus on the reptile mascot, Gecko, Gecko Anthropomorphic Day created by The Martin Agency, modified in 2005 into CGI characters by Animation Director David Hulin and his team at Framestore. Gecko first appeared in 1999, during the Screen Actors Guild strike which prevented the use of live actors. Gecko's original commercial feature, voiced by Kelsey Grammer, who climbed into the microphone on the podium and said "This is my last appeal: I am a gecko, no need to be confused with GEICO, who can save hundreds on car insurance so STOP CALL ME!" , Before licking his eyes. Then the "wrong number" advertisement used Dave Kelly as a gecko sound. In a subsequent advertisement with Jake Wood (who described it as a company representative), the gecko spoke with a British Cockney accent because it was unexpected, according to Steve Agency, Steve Bassett. In 2010 the ad, gecko accent is more of a working class, perhaps in an effort to better "humanize" him.
"When computer animation gets better and when we know the character is better, we do some things," says Steve Bassett, creative director at The Martin Agency. "We want to make him more men at the door, and he looks much more real than he has seen before." Chelsea Clinton, the daughter of former president Bill Clinton and then Secretary of State and Democratic presidential candidate 2016 Hillary Clinton, interviewed Geico Gecko in April 2013. Since then he became the oldest GEICO mascot, appearing in over 150 ads in 2017.
Maxwell the pig
Maxwell is an anthropomorphic speaking pig and a recurring character in GEICO ads. Maxwell made his debut in the Rhetorical Questionnaire campaign as a wee wee wee 'weeping little pig' all the way home "(referring to the well-known children's poem" This Little Piggy ") brought home by a friend's mother, screaming along the way. While Maxwell was originally intended as a one-time character, the commercial popularity of his debut resulted in him becoming his own commercial series that usually presents him as a tech savvy and intelligent pig who is most concerned with his GEICO. related objects.
Cavemen
A popular series of well received ads using cavemen as pitchmen. Also developed by Martin Agency, the advertising center in Neanderthal-like cave humans, is no different from the modern-day individuals (beyond the features of a rather prehistoric face), facing either commercials or commercials with the tagline "GEICO: so easy that cavemen can do, "followed by their disgust with the stupidity of cave stupidity. The ads place the world where cavemen are still alive and today's active members of society, behaving and not living at all like stereotypical cave people. The main characters featured in the ads are rich, educated, and cultured, eating in fancy restaurants, going to exclusive parties, and seeing their therapists (pictured in advertisements by two-time Oscar nominated actress Talia Shire). Humor revolves around the relative normality of caveman presence and their reactions to the stereotypes represented in advertisements, and their attempts to defend themselves from stereotypes.
The ad was so successful that commercial actors appeared in a series of successful interactive websites written and produced by GEICO's home creative team at Caveman's Crib and the newest, iHeartcavemen. A spin-off TV series, titled Cavemen and starring new actors, debuting on ABC in October 2007 became a very negative critical reaction. It was canceled after only six episodes were aired.
Parody
Another common theme is misdirection, where ads seem to be about an unrelated product (or, perhaps, not commercially), suddenly turning into a plug for GEICO. The ads use various fictional characters such as Speed ​​Racer, Chatty Cathy, Jed Clampett, and Bill Dutchess. Other ads relate to rescued hair-loss doctors by switching to GEICO, a fish-nature show, an exercise with Tony Little, and a soap opera from a broken couple. Another GEICO advertising set involves a fictitious reality show called "Tiny House" where contestants are forced to live in half-scale homes.
An additional commercial theme is the promotion of fictional products. In 2006 the parody advertisement featured products such as long distance telephone service, tomato sodas, fast food, reality TV shows, dolls, and even mocks Old Navy ads - in all cases, the parody part of the advertisement ends with "but it will not saving money on car insurance. "After the GEICO slogan was heard, the ad ended with" Why did not you call GEICO? " Includes Wonder Glue.
The parody pillar crossed into the Caveman campaign in 2007, in a 10-second spot that appeared to be a head-to-head interview, but featured a popular caveman.
In response to some parody advertisements, Seth Green and Matthew Senreich wrote a sketch using character C in the parody of one of the celebrity advertisements for their special Robot Chicken the second Star Wars .
MADtv also sketched the parody of this ad using Elmo's character (performed by Frank Caeti) and Carlos Mencia (played by Johnny Sanchez).
Actor Scott Whyte has made a series of commercial parodies, calling the company, "Schmeiko", while conducting a series of impressions.
"I have good news"
In other advertising campaigns, the characters will break the bad news to others (such as baseball managers replacing pitchers who struggle with the reliever), but then offer help, "I have good news: I just saved a lot of money on my car insurance by switching to GEICO ! "The news, of course, is not immediately used at all for other characters (s). Some parody ads and/or celebrity displays include, for example, Esteban; one of the popular character anime features of Speed ​​Racer. The exchange was parodied for a while while its ads were popular. One of the most watched places "I have good news" is a soap opera parody featuring television actor Sebastian Siegel.
Bland sellers
In the other ad series, GEICO pitchman is played by actor Jerry Lambert in a very bland and simple way, parodies the stereotype of an insurance man, such as reading to a group of children who are not interested in a fairy tale book about insurance, watching the cat scenery in the living room where the gecko stands on the couch, relaxing in the hot tub with a couple, and a flashback of "Respect if you like". In one segment, he reads the e-mail that is supposed to be from a viewer who says it will be a "bomb" ( i.e. , something good), if Gecko will perform a dance called "Robot". Cut to Gecko perform the dance smoothly and gracefully (for a song of a not-for-sale-public melody called "Sweet World" by a group called Omega Men, used in an arcade video game In Groove 2 ) and then back to the insurance seller trying to do the same dance, which seems more rigid than the real robot. The latest ad featuring GEICO geckos describes Gecko who accepts the business settings from the seller, to present a more professional appearance, but he refuses.
"Real services, real savings"
In this campaign, actual GEICO customers will present their testimonials, while celebrities stand next to, or behind, customers using their signature styles to help convey the words of the customer.
Some of these celebrities include:
The exclusive slogan for this campaign is "GEICO: Real services, real savings".
My Extraordinary Forum
In 2007, GEICO also launched a social networking site, My Great Rides, for motorcycle owners. My Extraordinary Vehicle is a place for bike owners to share their travel stories with their bikes, and send photos of their bikes, and comment on stories and pictures of other members. My Extraordinary Vehicle was torn down on February 27, 2012.
GEICO Racing
The NASCAR Nationwide Series 7 car was driven by Mike Wallace and sponsored by GEICO before 2009. The advertisement involving the racing team was an insulting young man, played by actor Eddie Heffernan who claimed to be Mike Wallace's relative and a better driver. The boy said, "When people see Mike Wallace and GEICO 7 do it well, they'll think about saving a lot of money for car insurance, but when they see me they'll say, 'There's Lauren Wallace, the biggest thing ever climbed into a race car. '"
These ads are sometimes presented in interview mode, where an invisible narrator speaks to an ambitious go-kart driver. "What do you think of Mike Wallace?" the boy was asked, where he replied, "Whatever, he's out there selling car insurance, I'm out there to win." When asked about his relationship with the NASCAR racer, Lauren shook his head and concluded, "I'm not saying I'm not going to lure with the guy, all I say is if he approaches me, I'll make it on the wall." To which the narrator questions him, "You are not competing in the Busch Series." Lauren replied, "Look, go-kart tracks, grocery stores, remote control vessels, when it comes to Mike Wallace, the story ends with me placing it on the wall."
New ads on this list include Lauren referring to himself, "100 miles away and ready to strike," and "lightning in a bottle."
The success of the ads resulted in the launch of an interactive website written and produced by GEICO's creative team at GEICO Garage. The site includes a cameo appearance by Lauren Wallace and drivers Mike Wallace, his daughter, Chrissy Wallace, Tommy Kendall, Paul Tracy, Christian Fittipaldi, and Max Papis.
TRS: The Real Scoop
Introduced on August 2, 2007, this ad suite features E! True Hollywood Story -type shows about famous fictional characters such as Fred Flintstone, Jed Clampett, and even Cabbage Patch Kid named Ben Winkler who claim to own their cars (Flintmobile trucks, Jed's 1923 Oldsmobile, and Plymouth Reliant/Dodge Aries, respectively - insured) by GEICO, featuring interviews with artificial investigators (however, where Ben Winkler has no interviews). These ads are voiced by the narrator David O'Brien.
"The money you can save"
Beginning in 2008, GEICO has aired a series of TV commercials featuring two stacks of paper published in the United States with big eyes and googly on it. Kash, who never says anything, just sits and stares at people (in a way that's meant to interrupt), is set to a remix of a Rockwell/Michael Jackson song, "Somebody's Watching Me" by Mysto & Pizzi.
Rhetorical questions campaign
Beginning in 2010, there have been TV commercials where the children's rhymes, read to the audience from a picture book titled Short Stories and Long Stories, turned into advertisements for homeowners and tenant insurance GEICO:
- In one, the cow that jumps over the moon falls onto someone's roof; fortunately, the owner is insured with GEICO.
- On the other hand, Jack Be Nimble accidentally dropped the candlestick into the crumpled and insured carpet with GEICO because of his glowing pants, his new pants bought from Banana Republic.
- On the other hand, Baa Baa Black Sheep gets three bags of wool taken and insures GEICO, but the hooligans on the line are caught, selling items stolen online.
- Elsewhere, the home of Itsy Bitsy Spider is flooded as a result of clogged downpout, and the mattress is destroyed; thanks to GEICO, she now has a "Sleep" bed. The sleep number is 25.
- Little Jack Horner sits in a corner in a department and insures GEICO with tenant insurance, Little Little Horner Horner gets his stomach pumped for eating a 6 month old Christmas cake. Little Bo Peep accidentally broke into his apartment and stolen his sheep.
- A thief breaks into Little Miss Muffet's house and steals his tuffet, which is fortunately insured. The thief was later arrested, given by a whey stain.
- Goldilocks barges into the Three Bears' houses, eating porridge, destroying chairs, and stealing their laptops. Thanks to the GEICO insurance, Bears can replace their items, including new chairs from Crate & amp; Barrel.
- After his straw house was destroyed by Big Bad Wolf, Little Pig was able to build a more complicated straw house thanks to the GEICO homeowners insurance. The Wolf then gets a job blowing on a wind farm.
- Hansel and Gretel get out of Gingerbread's house and eat the whole roof, then GEICO Homeowners Insurance gets a covered roof for wizards. Hansel and Gretel were sent through rattan forests.
- An elderly woman who lives in shoes buys food when robbers get into her shoes and avoids items stolen by a press machine for GEICO Homeowners Insurance, then gets a job for the Bicycle Calm Shipping Service.
- Mary and her lamb turn out to be ruined by an electric fire and take a hobby in Bloomingdale for her new dress and special for little lambs after using GEICO Renters Insurance.
- Jack and Jill will fetch water from the well until the kitchen sink is overflowing and leaking, and they use GEICO Homeowners Insurance, and they go to get latte and almond milk instead of just water.
Xtranormal
Toward the end of 2010, new advertising campaigns began to consist of amateur computer animated ads, which should be made in 15 minutes, created with Xtranormal computer software programs.
"Easier Way to Store"
Beginning in summer 2011, a new set of ads involves people discovering unusual ways to save money.
Television
- Couples who teach their 6-year-old son how to dye basketball to help him get a scholarship, with him trapped in a basket.
- A dog and a parrot are playing A-Ha's "Take on Me" because the owner can not continue downloading music.
- A sea captain living as a roommate, practicing the "Major-Major Song".
- A woman turns her daughter's pet fish into her husband's diet.
- Robots are employed in daycare centers because they "work for free".
- Three guinea pigs row their boat to generate electricity for the owner's computer.
- A pair adopts a black rescue panther that can protect their home.
- A man sings a private ad for the "Total Eclipse of the Heart" from Bonnie Tyler because the dating sites spend too much money.
- Three high school girls criticize what he ate, just to see his weight.
- Families that make up their own theme park.
- Scouts use paintball guns to decorate the couple's living room.
- A man who adopts a pet possum for his children, as a cheaper alternative to puppies.
Radio ads
- The man who tried to cut his wife's hair, while he was sleeping, instead went to the hairdresser.
- A man who can only rely on toll-free numbers.
- A man consolidates his daughter's 5th wedding into one day.
- A woman carpooling with her daughter's school bus.
- A referee who can not pay for his contact, using the missing glasses he found.
- A man turns his bathroom into a place of entertainment, instead of taking his family to the amusement park.
- A man who used postal pigeons to send letters because of the high cost of postage stamps.
- A person who can not spend money on the Internet for his home, thus using his neighbor's unsafe connection.
- A woman who dreams of being in Machu Picchu because she can not buy a plane ticket.
"The bright side"
This campaign shows two people in a difficult situation. One of them is not worried like the others, explaining "I'm looking on the brighter side, I save more than 15% on my car insurance by switching to GEICO." Ads from this campaign include:
- The magician feels guilty for sawing his assistant in two.
- A woman and her neighbor observe the giant that falls in the middle of her garden.
- Two fishermen are being abducted by aliens and are afraid of what aliens do with them.
- Divers have been swallowed by whales.
"Get Congratulations, Get GEICO"
From early-2012 to early 2013, GEICO has an advertising family where bluegrass pickers named Ronnie (played by director/musician Alex Harvey) and Jimmy (played by actor/comedian Timothy Ryan Cole) talk about how happy saving money on insurance can make a person doing certain things that are meant to be funny:
- Happier than Gallagher at the Farmer's Market : Gallagher goes berserk at the farmer's market, destroying watermelon with a big hammer and mad laugh.
- Be happier than Bodybuilding Traffic Driving : A smiling bodybuilder stands at an intersection and directs traffic while posing. This is the last ad of the Get Happy, Get GEICO series ever appearing on TV, after the last airing on March 19, 2016.
- Be happier than Christopher Columbus with Speedboat : Christopher Columbus is shown on a speeding motoboat, accompanied by two other boats, while the crew members look seasick.
- Happy happier than Eddie Money running a travel agency : A family is shown sitting at a desk in the office. Eddie's passionate money was then shown behind the desk holding a plane ticket, where he started singing (a cappella), "Two Tickets to Heaven" while the family seemed more disturbed.
- Be happier than a Witch at a Sweeping Plant : A magician is seen roaming over a broom inside a broom factory. He landed and demanded another broom from one of his employees and started flying again, laughing and having fun.
- Be happier than Slinky on Escalator : A Slinky looks stepped back on the escalator up. While Slinky goes backwards, others try to avoid it when they go to work and slinky says "It's Extraordinary!"
- Be happier than Antelope with Nightvision Goggles : Two antelopes seen watching a lion through nightvision sunglasses. Both secretly laughed at the lion and his poor stealth skills (they wrongly and sarcastically call the lion "forest king" - the correct term is "king of beasts").
- Happier than Dikembe Mutombo Confronts a Shot : Dikembe Mutombo seems to block things that people throw, like a sheet of tangled paper, a pile of laundry, and a box of cereal. The GEICO logo then appears and Mutombo taps "G". It's "EICO" now.
- Be happier than Paul Revere with Cellular phone : Paul Revere who is in the house in Concord, Massachusetts, sees the bell ringing from a church. When he looks out the window, he calls his cell phone and warns that England is coming. After that, he returns to his guest and plays a guess.
- Preferably than Dracula Being a Volunteer on the Blood Drive : In the course of blood, Dracula Actor Frankie Ray asked someone his blood type and what he ate today. The man answered A or B positive and he ate Lebanese food. Dracula says he loves Lebanese. He then eagerly decides to pass the formality and "start". He was then seen following the man at the end.
- Be happier than Pillsbury Doughboy on the way to the Baking Convention : At the airport, Pillsbury Doughboy will pass the airport security, but whenever the security guard tries to pat him, he is easily tickled. He promises to keep him together, but continues to fail. Once he's on his way, Doughboy sings along as Ronny and Jimmy continue to play the guitar.
- Happier than the Camel on Wednesday/Hump : At the office, the camel asks the worker that day. A woman (originally named Leslie) tells him that it was Hump Day. Fortunately camels with excitement. This ad soon received over 22 million views on YouTube and inspired popular Internet memes. The camel appeared in the Super Bowl XLVIII pregame show where he was named Caleb. Caleb also appeared with Gecko in a crossover ad with M & amp; M's.
Museum of Modern Insurance
This campaign involves painting in a museum that encourages fellow painters to move on to GEICO.
- A mountaineer in the "ACHIEVEMENT" motivational picture feels successful to climb the mountain. The cat in the painting below says he saved hundreds of people with car insurance with GEICO, and draws a question mark next to "ACHIEVEMENTS".
- A passionate cat tells the mouse on the seesaw that he saved a group of people with car insurance with GEICO, and that they should celebrate. Mice think this is a bad idea. The cat launches the mouse into the air and prepares to eat it, but is beaten by an eagle in the motivational image above.
- A teacher asks his students to fill in the blanks: "Fifteen Minutes can save you [blank] on car insurance." Students answered 9%, which the teacher said wrong and asked for his pterodactyls, Steve and Rick, to "go to work," where the student replied "No more!".
- A Washington painting across the Delaware River sees a cat in front of them, and asks the cat to step aside, claiming he does not want him to scratch the ship, "because [he] drifts, is uninsured." He tells him that he needs to get a guarantee "meow," through a GEICO call. His body then fell out of the painting to unlock the phone's keypad, and one of the paddlers pressed the button with his paddle.
- Dog player poker asks their friend named Rudy/Mr.Tickles, who is in the picture of herself and the owner. The owner saved so much money by switching to GEICO so he wanted a photo to commemorate the occasion.
- Uncle Sam talks to the family of people who wear "mother jeans".
- A little girl asked her mother where the baby came from, and in return the mother asked her if her daughter knew that GEICO saved people money for over 75 years. The mother then shouted "DINNER!" before her daughter can ask her question again.
- Two valley girls of the 1980s fell because of a band student whose grandparents had been saving with GEICO for over 75 years. The photo for the band's students is the same photo used to meme "PTSD Clarinet Boy".
0 Comments