The Martin Agency couldn’t make a bigger Super Bowl splash for Geico even if the insurer was appearing inside the game coverage. First, there was the full Legend of the Lizard mockumentary – fourteen-and-a-half minutes of it. This launched on February 8.
Viewers will get to meet the gecko’s childhood best friend, his coach, some of his co-workers, and people who have been inspired by him, The Geico Caveman even makes a come-back appearacne, offering some cautionary tales about the price of fame.
Many of the answers were ad-libbed. Director, David Shafei, ambushed the cast with unrehearsed questions during the shoot.
Then, Geico plans to fill the pre-game coverage with four 30-second doco-style testimonial commercials with a host of fun facts about the Geico gecko (very much flavoured with endearing humour).
The Martin Agency’s bigger than big Super Bowl campaign began with a 2-minute teaser that starred the Geico Caveman:
