New Geico Caveman Commercial
I just saw a new Geico caveman commercial where the word insurance was not mentioned one time and the company name Geico was only briefly flashed on the screen. All there was, was their caveman character walking around and he sees several TV sets in a window display that say "so easy a caveman can do it". Then the caveman drops to his knees in emotional agony and then starts running letting his hair down and tearing off his shirt while the song "Let me be myself" by 3 Doors Down is playing in the background.
Okay, WHAT THE HELL DOES THIS COMMERCIAL HAVE TO DO WITH SELLING CAR INSURANCE? What are the benefits of Geico? Why should I switch to Geico, or if I have Geico, why should I stay with then?
Another question I have is, why does Geico have 3 different mascots - the Geico Gecko, the Geico Caveman, and now the Geico eyeballs on a stack of money "thing"?
Comments, flames, other?
Peter Geisheker, CEO
The Geisheker Group Marketing Company
(920) 471-1638
"We don't help you compete, we help you dominate!"
Labels: caveman commercial, new geico commercial
posted by Peter Geisheker @ 4:37 PM
6 Comments
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6 Comments:
I have to be honest with you Peter, while I agree with some of your statements, anytime someone mentions, caveman, gecko or the eyes on the money weird idea...we all think of geico. That said, from a branding standpoint it has worked. It has also gotten the point across to target the consumers they wish to. They are targeting people that have an immediate need, who don't want to have a difficult process and that want to save money. Their commercials would have been as waste if they hadn't have run so many of them. This may not have been cost effective, but it has done what they intended for it to do in my opinion.
Peter, good blog, first of all...as a b2b marketing guy, so I'm an outsider looking in at consumer advertising, I think that major advertisers know that entertainment trumps both differentiation and benefit-oriented copy. A company that bombards consumers with entertaining commercials seems to be winking an eye at the consumer: "we don't need to tell you about our product, you've heard from us for years, just trust us, we're successful, and remember the name when you're switching car insurance companies." It's like they're bringing the media-savvy viewer into the joke about TV advertising. And in some ways, it works...while I haven't switched to Geico, but their numbers are up, so they can justify the strategy!
It appears you are in the advertising school of entertainment over sales (bernbach). I am in the advertising school that the only thing that matters is sales (Rosser Reeves, Ogilvy). When investing money on advertising, you need to do everything you can to produce sales and get a strong ROI. It has been found that the majority of entertainment based non-sales focused advertising hurts a company's bottom line far more than it helps it. If I am going to spend millions of my client's dollars on advertising, I am going to create benefit-rich sales focused advertising that moves product - not entertainment based advertising that does litle to move product...but makes a prospect smile for a second or two.
I completely agree with you Peter. I am an actual Geico client, but do not connect to these commercials AT ALL. I find the repulsive. I prefer the Gekko.
As an ad professional, I don't get it.
We turn the channel whenever the cavemen commercials come on.
I just had to find a place to speak my mind. I absolutely believe the GEICO commercials are terrible. Yes, I turn the channel every time I see one of these. The cavemen are an absolute given, as well as the money with eyes. The geco isn't quite as bad. The effect these commercials have on me is to not even consider GEICO as a serious insurance competitor. So, while this does serve as an "identity" for GEICO, it makes me consider the source of such irritable nonsense...therefore, no business from me. (for what it's worth)
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