Dive Brief:
- Geico is launching a new brand platform, “It Feels Good to Geico,” that features four new spots across two creative extensions, per details shared with Marketing Dive.
- “We All Do It” includes two 30-second ads that feature the brand’s Gecko character exploring mindless habits, while “Star Treatment” includes two 30-second ads that translate the jargon-heavy speech of Super Bowl champions A.J. Brown and Emmitt Smith for everyday consumers.
- Created with The Martin Agency, the platform looks to break through in the insurance category by focusing on the emotional components of value — not just its financial dimensions.
Dive Insight:
Geico’s new platform uses the brand’s signature humor — and iconic mascot — to pitch value as something emotional, not just financial. The creative is positioned as a way to transform the company and the savings-obsessed insurance industry as a whole, per press details. The new approach to value comes as consumer sentiment around the economy reaches new lows. Meanwhile, the rise of agentic artificial intelligence could disrupt how consumers shop for insurance.
The “We All Do It” creative uses the Gecko to connect specific examples of mindless behavior to how people usually purchase insurance. In one spot, three college football fans talk to the players as if they can actually hear them, and the quarterback breaks the fourth wall to talk back. In another, the Gecko talks to a man who throws a coin — and then his smartphone — into a fountain. The ads end with taglines that tie back to the new brand platform: “It feels good to be heard” and “It feels good to save some coin,” respectively.
The “Star Treatment” spots use NFL greats — and actual Geico customers — A.J. Brown and Emmitt Smith to highlight how the brand treats all consumers as stars. In both spots, a regular person translates the football players’ jargon-heavy dialogue into Geico value propositions.
Both sets of creative launch nationally and locally on Nov. 15 across TV, online video, social, audio and out-of-home channels. The brand platform was created in partnership with The Martin Agency, Geico’s creative agency since 1994, and will include additional work throughout the month and into early 2026. The agency this year worked on the brand’s largest creative slate to date, an effort that spanned eight campaigns across seven lines of business.
Geico last month announced the appointment of Arianna Orpello as CMO, who will begin work at the brand in January 2026, Ad Age reported. Orpello most recently served as global chief brand officer at Goldman Sachs after stints at TD Bank and Capital One. Geico in January 2025 launched a review to expand its creative agency roster.
