Geico swings more into emotion with ‘It Feels Good to Geico’ platform

Geico is rolling out a new marketing effort that leans into the idea that insurance decisions are often less rational than we pretend.

Instead of hammering away at cost comparisons, the company is trying to spark a softer response built around how coverage makes people feel. The campaign was developed with The Martin Agency and signals a shift toward emotion as a brand value instead of a sales pitch.

Two initial creative extensions drive that idea home. One leans into the idea that good service shouldn’t be reserved for the famous. It pairs pro football names like A.J. Brown and Emmitt Smith with everyday drivers to underline that everyone gets the same attention. Their presence is less about celebrity flash and more about showing that the experience is meant to feel personal no matter who’s behind the wheel.