Ad Nut
Sep 13, 2016

Geico ad with Ice T is pretty stupid, but effective

Work from the US: 'Lemonade not Ice T' for Geico by The Martin Agency

This US commercial featuring Ice T is pretty dumb, but Ad Nut loves it. Not because of the corny pun but because Geico and its creative partner The Martin Agency have made a whole genre out of this approach. Something odd, attention-grabbing and funny, followed by a few seconds of brand message, a few seconds of logo, and you're done.

It might not seem like much, but the cumulative effect is strong. According to some US pals, if you live there, you never know when a Geico ad is going to suck you in, because they always have a different setup. But you end up enjoying getting caught, not annoyed, because they're short and sweet. And that's why they pay off for the brand.

Ad Nut thanks the ad nuts at Campaign US, who covered this work first and have some more details.

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