Creativity Editor's Pick: Groot & GEICO
April 04, 2017
Geico's Gecko and Groot Join Forces in Insurer's Biggest-Ever Cross-Branding Tie-Up
'Guardians of the Galaxy' Star Appears in Latest Laffer From The Martin Agency
By Ann-Christine Diaz. Published on Apr 03, 2017
Groot, the beloved tree behemoth-turned-sapling from Marvel's "Guardians of the Galaxy," has teamed up with Geico's Gecko in the insurance brand's biggest co-branding effort to date.
Created out of Geico's longtime agency The Martin Agency, the ad, promotes both the insurer as well as Marvel Studios' sequel to its offbeat superhero film, in theaters on May 5. It depicts the brand's famous spokesreptile watching the upcoming movie and fantasizing about how his platform (saving consumers money on insurance) dovetails perfectly with that of the Guardians (saving the world).
In his mind's eye, he recruits the film's arguably most lovable character, Groot, to tag-team on both missions. As the Gecko implores him to say his famous tag: "You're line is, 'Geico could save people 15% or more …,'" Groot repeatedly (and adorably) recites his own iconic line: "I am Groot."