It’s not often that a company’s commercials get (lots and lots of) love mail. The Martin Agency has made Geico famous throughout the US for its sharp wit and a gecko.

Now The Martin Agency has taken Geico into new territory – emotion. The signature humour remains, as does the gecko, but with the US insurance industry becoming obsessed with savings, Geico is offering not just competitive prices but the feeling of getting value. And that value includes being seen, supported, and valued as customers. The new campaign also introduces US footballers as drawcards.

The platform, It Feels Good to Geico, has launched with four commercials, divided into two creative themes. We All Do It includes two 30-second ads in which the Gecko explores mindless habits, underlining how mindless behaviour is the usual way people purchase insurance.

Star Treatment’s two 30-second ads translate the jargon-heavy speech of Super Bowl champions (and Geico customers), A.J. Brown and Emmitt Smith into value propositions for the audience, to highlight how the brand treats all customers as stars.

The new US campaign launched November 15 across TV, online video, social, audio and out-of-home and will last until early 2026. The Martin Agency has been Geico’s creative agency since 1994, and will include additional work throughout the month and into early 2026.