In 1994, the Government Employees Insurance Company came to us with a challenge: take a low-interest category, an unfamiliar direct-to-consumer business model, an acronym no one could pronounce and an industry filled with scare tactics, and change everything. And we did, replacing fear with humor and adding multiple storylines and pop culture icons (i.e., a gecko, caveman and camel).
Results: In our 20+ years together, GEICO has grown from number eight to number two in the category and continues to grow. The work has also won a few awards along the way, too. But who’s counting?
Sure, you know GEICO can save you fifteen percent or more on your car insurance. But there’s more to GEICO than just saving you money. A lot more. All you have to do is take a closer look.
In this campaign, we ask viewers to take a closer look at GEICO. By actually looking closer within GEICO’s commercials. To find the stories hidden within them.
Like say, on a cuckoo clock in an antique store. Where tiny, wooden characters discuss the advantages of insuring their Bavarian chalet with GEICO. And the futility of their own existence.