JJ ADLER X GEICO X THE MARTIN AGENCY
When it comes to humor in advertising, Geico commercials are at the top of the pack.
It’s no surprise, then, that comedy director pro JJ Adler, on the roster at m ss ng p eces, was tapped to helm pledged agency The Martin Agency’s latest efforts for the iconic brand. Having gotten her start at the Onion News Network, JJ has spent her career establishing herself as a reliable go-to director who brings the lols.
In “Win-Win” and “It’s GEICO Easy”, JJ’s comedic timing impulses shine, creating work that effortlessly fits in alongside previous Geico comedy gems.
We spoke with JJ about the joys of working with a trusting agency, her lofty cinematic influences, and the precision required to make a joke land.
Geico has a history of hilarious advertising. How did it feel to be given the chance to craft multiple spots for the brand?
From the moment I started directing commercials, pitching on a Geico spot with The Martin Agency was a major professional goal. They’re responsible for such a huge chunk of my all time favorite ads. So when I was asked to pitch on two separate campaigns with two separate The Martin Agency teams — who have written and art directed just about all of my favorite Geico ads between them — I pretty much couldn’t believe it. I was also bidding against 3 directors whose work I love.
All this is to say, it felt really good. It was a real “it’s an honor to be nominated,” kind of moment for me. I’m sure it sounds hyperbolic, but it’s true. I was so certain that this would just be my first time at bat and I wouldn’t score – so much so that when I called my mom to tell her I booked the gig, she didn’t believe me and said “maybe you should double check.”
How did you work with the cast to get the kinds of comedic performances you were looking for?
Conceptually, I liked the idea that the “Win-Win,” campaign would be helmed by three folks who are so good at what they do that they don’t need to brag. They’re perfectly unassuming, even while they’re crushing the competition. So we found three people who could just naturally nail that vibe and presence and amped up the sweetness as we went.
For the “It’s Geico Easy,” campaign, I basically wanted the opposite. These folks are the cat who ate the canary. I wanted them to seem like the type to normally be a bit uptight, but since they’ve got such a huge inside scoop, today they’re all swagger. We cast actors who each seemed a little off the trope for what they were being asked to do: our hypnotist seems like the type of guy who probably doesn’t have much power when not controlling people’s minds. Our coach is super mellow in what would otherwise be a high stakes, nerve wracking setting on account of his new “star” goalie. With each actor, we played around until we got that cocky swagger just right.
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