Is the GEICO gecko smarter than its CEO?
Is the Martin Agency (GEICO's ad agency) nuts? I think so. They created arguably one of the most memorable franchises in recent advertising history -- the GEICO gecko -- and now they're using the critter to ridicule GEICO itself. I'm referring of course to the new round of ads that pits the "clever creature" against a fictional GEICO executive. We see bad idea after bad idea come from the hapless exec -- from falling on the gecko "to show trust" to creating miniature 3-piece suits. Really makes me confident in GEICO as a company.
While the approach probably tests well with 20-somethings and gets written off internally as "cheeky", I think making your own management look stupid is just flat out bad strategy. In the current environment, people already have a profound mistrust of insurance and financial companies. Does making your green gecko spokesperson look smarter than your executive team help?
Some may say, what about Jack in the Box's commercials? Jack is often surrounded by corporate idiots isn't he? The difference, and I think it's a big one, is that Jack represents the CEO spot as hip, smart and in-charge. It's still snarky and still pokes fun at the company but in a much less brand destructive manner.
Call me old school. While this new direction for the gecko may be fun and games for the agency, I think it's bad for business in the long run. There are better targets than your own upper management.
03.18.2009. 22:24
Comments
The word the Gecko keeps searching for when the CEO hands him that suit is "NUTZ"
Does this CEO think I am NUTZ to get into one of those suits to be like him...
That is the word... The Gecko commercials outshine the lack of creative thought caveman ones. The Gecko ones have more staying power with the consumer then the eyeballs on a stack of $$$ too.
The Gecko is right y'all R 'Nutz'... you have the perfect character and his name is even like GEICO...
The gecko is not a bad concept. It's making the CEO look stupid that seems like poor practice to me.
Quite frankly GEICO is quite success due to its clever marketing practices. Stiff CEO's that do nothing more than wear suits, attend meetings, and collect far too much compensation for doing relatively nothing need a kick in the pants.
I found this blog by searching Google for "Geico Ad CEO". The ads are hilarious, and not once did I even think of them as damaging to the company. I believe that the average consumer will also not bother reading past the light-hearted humor that IMO makes the ads very effective. It's done with just the right touch so as to be tasteful and not boorish.
Shawn, when taken as a whole, the gekko campaign is clearly a success. However, I still feel there are elements of it that simply don't help the brand (the ones making the CEO look stupid). Heck, with many of the commercials, you forget that Geico is even selling car insurance.
Now contrast that to Progressive's ad campaign with Flo. Cheeky, funny AND you NEVER forget that Progressive is selling insurance.
Love the new Geico Ad with the little fellow Boot Scooting but he would be much cuter with "cowboy boots."
@C.A. - Haven't seen that one yet but will look for it. People will notice that the gecko's boss has quietly been dropped from the campaigns.
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