In July this year, The Martin Agency began the process of replacing Geico’s It’s what you do campaign, which had been running since 2014.
The Martin Agency has been working with Geico for more than 20 years and its oddball humour has taken Geico insurance from number 8 to number 2 in its category. At the One Show in 2016, The Martin Agency won the inaugural Penta Pencil, given to an agency-brand team who have created stellar work for five or more continuous years together, plus 11 Pencils. The Martin Agency was also named Agency of the Year and Geico was named Client of the Year.
Nick Ball: How and why Geico’s new ads fast forward to the end
The first ad in the new campaign, It’s Not Surprising, was Marco Polo. It was a humorous ad based on a witty observation about the much loved pool game.
Its premise? “Playing Marco Polo with Marco Polo – surprising. What’s not surprising? How much money Amanda and Keith saved by switching to Geico…”
And there was an even funnier pun to come. Ice T stars in the new campaign about two kids and their lemonade (not iced tea) stand.
There is also more grown-up humour in the accompanying content, The Art of the Squeeze.
It’s a parody…
…in which Ice T uses lemonade to explain the tricks of artful negotiating – the Ice T way.
Even the behind the scenes video is fun.
Credits:
Client: Geico
Vice president, marketing: Ted Ward
Director, marketing media advertising: Bill Brower
Senior. Manager, brand team/media advertising/sports marketing: Melissa Halicy
Agency: The Martin Agency
Chief creative officer: Joe Alexander
Group creative directors: Steve Bassett & Wade Alger
Creative director: Sean Riley
Senior copywriter: Ken Marcus:
Executive producer: Brett Alexander
Broadcast producer: Brian Camp
Account supervisor: Allison Hensley
Production company: RadicalMedia
Director: Steve Miller
Executive producer: Gregg Carlesimo
Head of production: Frank Dituri
Producer: Jonathan Dino
Editing (Broadcast): MackCut
Telecine (Broadcast): The Mill
Editing (Social): Running With Scissors:
Telecine (Social): Running With Scissors
Post production & VFX: RWS
Audio Post company: Rainmaker Studios
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