New GEICO Campaign Featuring Boyz II Men on MediaPost

June 13, 2017

For Geico, BoyZ II Men Make Nausea, Sweaty Eyelids Sound Good

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Following in the footsteps of Salt-N-Pepa, Little Richard, Charo and Gladys Knight’s The Pips, Geico has delved into the world of music nostalgia to showcase celebrities who have experienced the heights of popularity but are due for an impactful comeback among a new and younger demographic.

The insurance firm this week breaks a multi-media campaign starring Boyz II Men, a group formed in Philadelphia in the late 1980s, who are multi-Grammy winners with 11 albums to their credit.

The “It’s What You Do” campaign features the trio of Nathan Morris, Shawn Stockman and Wanya Morris, seen here as conduits of bad news, but with a twist: When they sing dreadful news, it goes down like a spoonful of sugar.

Link to full article.

Posted By: The Martin Agency

Two Martin Campaigns Make Adweek's Pre Cannes List

June 12, 2017

Adweek named the "25 Brilliant Ad Campaigns That Will Win Lions in Cannes" today and featured two from Martin: Donate Life, “The World’s Biggest Asshole” & GEICO, "Condensed Ads". 

Donate Life, “The World’s Biggest Asshole” Agency: The Martin Agency, Richmond, Va.

Can even the most wretched person be redeemed? They can if they’re Coleman F. Sweeney, a horrible human being through most of Donate Life’s three-minute spot who ends up saving lives, upon his untimely death, by being an organ donor. A great counterintuitive idea from Martin, brought to life expertly by actor Thomas Jane.

Geico, “Condensed Ads” The Martin Agency, Richmond, Va.

Geico has been entertainingly hacking the lowly YouTube preroll ad ever since “Unskippable,” the celebrated 2015 campaign that won the Film Grand Prix and Adweek’s Ad of the Year award that year. This year’s installment—ads that get crushed so you don’t have to watch them—worked so well, they aired on TV too.


Link to full article.



Posted By: The Martin Agency

Adweek Creative 100: Ken Marcus & Sean Riley

June 12, 2017

Congrats to Ken Marcus and Sean Riley for being named to Adweek's Creative 100. Way to go, guys! 

Check out the full list here.

Ken Marcus and Sean Riley
Senior Copywriter and Creative Director, The Martin Agency

Marcus and Riley are the creators you don’t know of the Geico work you know so well—the “It’s Not Surprising” and “It’s What You Do” campaigns, which recently helped the insurer have its best year ever in new policies.

“It’s one thing to do award-winning work. But it’s pretty awesome when you can do recognized, national work that really moves the needle for clients,” says Marcus. “It’s weird when it all works the way it’s supposed to.”

“Keeping the campaign fresh is a priority because it runs everywhere and people are going view it multiple times,” adds Riley. “It can be intimidating, but here’s nothing better than sitting in a bar or movie and seeing people laugh at our silly jokes.”

Marcus values advertising that’s simple yet unexpected. “Particularly visually,” he says. “In this day and age, when most folks absorb their media by scrolling or skimming through, we need to be as visually surprising as possible. Something has to really stop them in their tracks before they’ll pay attention. Also, I loathe overthinking. Paralysis by analysis. It’s the death of fun, spontaneous ideas in our business. I really pride myself on ‘underthinking.'”

Riley’s approach is to be open to any and all ideas in the beginning. “Throwing around as much stuff as possible, having fun, and trying not to overthink,” he says. “Always with the goal of getting past the mundane and finding a surprising twist. Then when it’s time to edit, be the cold-hearted bastard the advertising world desperately needs you to be.”


Posted By: The Martin Agency

Martin Wins Gold Effie For "World's Biggest Asshole"

June 02, 2017

Martin took home a Gold Effie last week for our work with Donate Life (World's Biggest Asshole) and was one of seven finalists for the Grand Effie honor. 

The Grand Effie winner was selected by the Grand Effie Jury just hours before Thursday’s Effie Awards ceremony in New York. Other Grand Effie finalists (the top-scoring Gold Effie winners) included:

• Be the Match and space150 for “Be the Guy”
• Seventh Generation and 72andSunny
• SimplyGo Mini and Ogilvy & Mather (with Carat London and FleishmanHillard) for “Breathless Choir”
• Lockheed Martin and McCann New York (with Momentum Worldwide, Universal McCann and Weber Shandwick) for “Field Trip to Mars”
• Donate Life America and The Martin Agency for “World’s Biggest Asshole”
• Office Depot and McCann New York (with Merkle and AGAIN Interactive) for “The Co-Worker Collection”

(via Adweek)

Congrats to all! 

Posted By: The Martin Agency

Martin London Exchange

May 23, 2017

We recently sent Copywriter Chris Martin and Art Director Jesse Mitchell to Martin London for a few weeks as part of the newly formed Martin London Exchange. Here's a glimpse into their experience. 



Posted By: The Martin Agency