Geico has a history of staying memorable with offbeat commercials. And while I feel the gecko has lost some of his luster in recent years I admit I used to love that little lizard.
Their new commercials, however, leave me with a feeling of discomfort.
Oh boy. I’ll begin with the positive:
- The song is familiar and catchy.
- The message is simple.
A simple message that stays with you. Sounds like this should be a home-run, no? The thing is, it SHOULD be, but there are several areas where I feel Geico is convoluting this message:
- The woman is not motivated by knowing she can save money.
- The waiter who enlightens her is creepy and aggressive in his demeanor.
- The insurance company is stalking her to try to get her business.
These elements of the commercial – and the rest of the commercials in this campaign have very similar models – are excellent reminders to be sure to consider the method in which you convey your message. I recently blogged about how everything you say/do/project for your company relates to your brand, and this is a perfect example of an audience/brand disconnect.
Does Geico really want to say that they relate to shady characters and will stalk you for your business?
Unless this is a campaign targeted solely at social outcasts, I’m thinking not. What’s your take on the new commercial campaign?