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Why Geico’s gecko is now a cockney yob
—Posted by Tim Nudd |
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February 16, 2006 in Geico, Martin Agency | Permalink |
Comments
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ask and you shall receive. thanks adfreak!
personally while i'm a big fan of english gangsters in film (i am particularly fond of the violence in ben kingsley's performance in sexy beast) i have to wonder aloud if this stereotype is really a good fit for an american car insurance company.
don't get me wrong, i love irreverent humor. love it. but in this case, while others equate humor and sales savvy with a cockney yob, i equate violence, ignorance, prostitutes and con jobs with them.
maybe they could have taken it a step further and fashioned the gecko into a brit punk skinhead? while he's giving his pitch wearing his cute little mohawk, schott jacket and high top dm's he could be kicking the crap out of a pakistani cab driver.
oh, wait, i think i just figured it out, i saw the godfather and the professional and i occasionally catch the sopranos. mobsters sell insurance too... brilliant.
oi !!!
a_y
Posted by: angry_youth | Feb 16, 2006 10:13:12 AM
a_y, wouldn't a skinhead have no hair as opposed to a mohawk? Otherwise, the image you've presented is perfect (sadly). Maybe he'd be yelling out Sham 69 lyrics mid-beating, clueless as to what they really mean.
Posted by: DK | Feb 16, 2006 1:02:49 PM
DK,
in my personal experience there's always a token mohawk in a pack of skinheads. love that sham69 reference btw!
now you have me wondering, maybe the gecko should have been a soccer hooligan?
or perhaps in a follow up spot we could see rex harrison teaching the gecko proper manners. he could utter the line: "i ain't dirty! i washed me face and hands before i come, i did. "
a_y
Posted by: angry_youth | Feb 16, 2006 1:33:11 PM
i hate that accent. and the commercials aren't funny. didn't he used to have a jamaican accent? i could've sworn he was talking jamaican-mon while riding in a family's car....
Posted by: marie | Feb 16, 2006 1:37:04 PM
i liked the older one much better.
Posted by: livejamie | Feb 16, 2006 2:15:06 PM
The accent used is a common East End one, from the real world outside Guy Ritchie movies, more often heard coming from a Londoner selling you fruit and vegetables, stocks and shares or, yes, car insurance.
Whether it's appropriate for Geico is a whole other question, but those gangster-yob-hooligan conclusions are a little narrow-minded. Or is every New York Italian a Mob guy?
Posted by: Bob | Feb 16, 2006 3:38:35 PM
I just looked at some old Geico ads with the gecko over at Adland. (They're behind a subscription wall, unfortunately). It seems like the gecko has always had an English accent - but in the older ads it was more of a proper, BBC English. In the old "Auditions" spot, where he runs into the Taco Bell chihuahua, he actually sounds a lot like C-3PO when he says, "Well, hello!" I checked out the "Kung Fu Fighting" spot, too - he doesn't actually speak in that one. His singing could be construed as Jamaican sounding, I suppose. In any case, they've refined his accent for the new spots - to be more unrefined.
Posted by: Tim Nudd | Feb 16, 2006 3:44:59 PM
bob,
surely every 25 year old guy in milwaukee knows an east end accent (and what it stands for) when he hears it. my bad.
personally, i think it's geico who's doing the stereotyping here. we are dealing with mass communication are we not? or is this campaign is only aimed at anglophiles?
in cinema and other dramatizations (that's what this is isn't it?) stereotypes and archetypes are used to lead the audience to make certain types of conclusions.
more often than not, in the movies and on tv a NY italian accent tends to denote a mob guy. ever watch the sporanos? or maybe on your hbo tony soprano talks like pirate. wopuld it be as good a show if he talked like a priate? maybe for you.
i think my point here is that creative choices have been made to cast this character in a certain way. he's the spokesperson for an american brand of car insurance. is giving him an accent that most likely denotes a certain type of unsavory character the best choice? that's the point.
a_y
Posted by: angry_youth | Feb 16, 2006 4:15:09 PM
a_y
My point: you're assuming that others watching the Geico commercials interpret the accent the way you do. This may not be the case. They may have watched a wider range of shows than you. They may have met a Londoner. And Geico's agency may have done some research to see what signals the accent gives off.
As for your Tony Soprano example:
First, while it may or may noit be the case that all TV/movie gangsters have an NY Italian accent, it does not follow that all people with an NY Italian accent are gangsters.
Second, Mr Soprano is from Jersey.
Ever watch The Sopranos?
Posted by: Bob | Feb 16, 2006 4:25:54 PM
bob,
you are right. most americans do have quite a handle on the finer subtleties of londons accesnts. and i'm also sure this is finally the time that research supports a creative effort.
your logic smacks of sloppy account work and boomer driven political correctness. both of which make me sick.
clearly, you must of worked on this crap. you sound like someone trying to justify their job. or a large bill for character development and animation.
you cheeky little bugger.
a_y
Posted by: angry_youth | Feb 16, 2006 4:52:56 PM
a_y
I apologise.
I just followed the link to your blog and discovered that you really are just a teenager with some issues to work through.
So it was ill-mannered of me to expose your simplistic thinking when I should have just let you get it off your chest.
Time for bed, now.
Posted by: | Feb 16, 2006 4:59:17 PM
bob,
your logic applied to the geico caveman spots has the cavemen looking just like everyday people. because, according to you, not all cavemen look like cavemen.
do the spots still work? are they still funny? memorable? not for me. maybe for you. you are the simplistic one here. certainly you have a naive view of how to communicate with a mass audience.
nite bob. sleep well. i hope geico pays you for your crap work.
a_y
Posted by: angry_youth | Feb 16, 2006 5:39:04 PM
take it from a native, that thing's spewing mockney.
Posted by: Real Yob | Feb 16, 2006 6:05:22 PM
When I saw the spots, the first thing that popped into my head was David Brent, played by Ricky Gervais, from the original UK "The Office" series. Oh, yeah, exactly who I'd want to represent my company -- a lazy, incompetent sexist, racist, amoral creep who fancies himself a swell bloke.
Posted by: Alan Christensen | Feb 17, 2006 9:18:52 AM
FOR CRYING OUT LOUD -- does it really matter??? If you like the flippin' commercial, watch it! If you don't, turn the d*mn channel! If you're really offended, write a nasty letter to GEICO and never buy their products again. In any event, get over it! What good does it do to engage in an e-p*ssing match on some random web site?
Posted by: stop_the_madness | Feb 25, 2006 12:50:43 AM
English Gecko Lacking Humor...
Time to watch the sales drop.
Maybe Geico will figure out that they shouldn't change a good thing. People don't like change
Thats like coke changing their can color to blue.
Posted by: Russman Cooley | Mar 3, 2006 5:08:26 PM
like the banter between BOB and angry teen" It distracted so much I forgot my origional task..........WHO, WHO IS THE VOICE OF THE CONTOVERSAL LIZARD?
Posted by: kate | Mar 9, 2006 7:11:03 PM
I guess I'm getting old, my first thought when I heard the new Gecko was that he sounded like Michael Caine circa the original 'Italian Job' film. Really, his copy doesn't sound particularly Guy Ritchie film-esque. I don't like the spots, but that's more because they have neither a storyline nor a punchline.
Posted by: chloe | Mar 11, 2006 4:24:22 PM
I could care less about political correctness and I don't care where the accent comes from. I thoroughly enjoy the commercials and get a kick out of the little creature. So, guys, where's your sense of humor??? Lighten up! Its supposed to be fun. I'd like to get a key chain with the little guy as a handle. Anybody know where I can get something like that?
Posted by: Mary | Mar 13, 2006 3:02:52 PM
I think it's clever and it gets me to listen to the geico message more than previously. Plus I love those Guy Ritchie movies.
Posted by: Bruce | Mar 13, 2006 9:23:45 PM
I used to like the Geico gecko, I really did. Now he's just annoying. It's really too bad. Anyway, glad to finally hear the reason why.
Posted by: Meredith | Mar 27, 2006 3:11:43 PM
I just Googled in, searching for the name of the gecko's new voice. Personally, I love it, but that may be because my beloved grandfather, a minister, had that exact semi-cockney accent. Actually, he called it "Estuary English," whatever that means. If anyone finds out the actor's name, let me know.
And Mary, here's the site for your complete gecko outfit, including keychain ($1.50 -- it's like "pie and chips for free") : http://geicostore.summitmg.com/geicostore/dept.asp?dept%5Fid=300&mscssid=15GJTG6KXGVF8GW6MWWB4Q552UDQ0DB7
Enjoy! And Angry Youth, take a chill pill.
Posted by: fragileindustries | Mar 28, 2006 3:26:43 AM
i love the little guy--pie and chips for free is something i use quite frequently--he is awsome--don't change a thing!!-- but what does it mean, free pie and chips? i would like to know, is that an english term?
Posted by: lisa b | Apr 10, 2006 11:54:58 AM
lisa b:
The gecko himself explains pie and chips here on his blog:
http://www.geico.com/fun/blog/index.htm
And I'm still looking for the name behind the new voice. It's not past gecko voices, Kelsey Grammer or David Kelly. See my post on the mystery here (item #2):
http://fragileindustries.typepad.com/fragile_industries/2006/04/more_random_not.html#comments
"just a wee orphan of troof . . . looking for a home . . . in someone's ear." Love him!
Posted by: fragile industries | Apr 12, 2006 4:21:21 AM
The gecko's voice reminds me of the tv actor/comedian from BBC who does the "High Spirits with Shirley Ghostman" show.His n ame is Mark Wootton.He does more than one character on the show, and the geeky man with the buck teeth character really sounds like our gecko. It's a wicked spoof of psychic mediums. The show comes on cable tv on BBC America's "the underground" on Thursday nights. Check it out and let us know what you think. Love the gecko's cockney accent!
Posted by: Kamineko | Apr 23, 2006 6:34:59 AM
I thought maybe it was Kevin Bishop...he sounds similar in "L'auberge espagnole"
Posted by: Robert | Apr 27, 2006 3:40:23 PM
English actor Jake Wood, 33 from the Star-Tribune
Posted by: regi | May 2, 2006 6:59:29 AM
Should have said according to the Star-Tribune. Verified Cockney accent.
Posted by: regi | May 2, 2006 7:03:07 AM
Have you ever seen the AMC/BBC TV show called "Hustle"? The blond actor called Danny -- can't think of his real name -- might be the gecko's voice. It sounds a lot like him.
Really, Cockney accents aren't all that easily faked, at least not believably. And it certainly isn't an Australian accent, as many people seem to think.
And as for "pie and chips. . .for free", steak and kidney pie, what else? And chips as in fish and chips. Bow Bells or Bermondsey or Peckham Rye, it's East London any way you look at it. And I think the gecko is cute!
Posted by: TReethyme@AOL.com | May 31, 2006 12:53:05 AM
It's been reported widely that Jake Wood, verifiable Cockney, does the current Gecko voice. Here's a blog post I ran across with a picture of Wood (nearly as cute as the Gecko himself):
http://fragileindustries.typepad.com/fragile_industries/2006/05/we_can_all_sigh.html
Posted by: harriet the spy | Jun 2, 2006 12:55:09 PM
anyone know where to find a poster with the cavemen on it????????
Posted by: cookie | Jun 5, 2006 12:17:41 AM
I love the new Gecko.
My family loves the new Gecko.
We quote the free pie and chip ads daily.
Posted by: pieandchipeater | Jun 16, 2006 5:22:37 PM
I just want some free Pie and Chips!
Posted by: Achmed | Jun 20, 2006 3:50:05 PM
I thought a Hawaiian pidgin accent would be more appropriate . Anyone who has been to Hawaii would know about geckos. they are all over the place and locals consider it good luck to have one in your house.
Posted by: Carmine | Jun 25, 2006 12:09:20 PM
What about cool! You have to be an American..with sunglasses.
Posted by: Kelly | Jun 25, 2006 5:16:50 PM
Actually the traditional East-End dish is Pie and Mash (with liquor). And he sounds just like a friend (or should that be 'mate') of mine.
And no there are no geckos in England...
Posted by: David | Jun 26, 2006 3:12:27 PM
Actually the traditional East-End dish is Pie and Mash (with liquor). And he sounds just like a friend (or should that be 'mate') of mine.
And no there are no geckos in England...
Posted by: David | Jun 26, 2006 3:12:30 PM
The Gecko voice sounds just like Mark Warren as Danny Blue on AMC's Hustle.
Posted by: o.b. | Jun 28, 2006 10:53:36 PM
Actually, I'm not sure why US ads insist on making everyone sound the same. The "mockney" is great - at least it doesn't sound like he just stepped off the plane from Minneapolis. C'mon! Celebrate the fact that some people actually speak differently in real life.
Posted by: Canuck | Jul 15, 2006 12:46:01 AM
As an Englishman in Indiana I think the cute gekko has done more for the English language than anything else in 20 years!
And that dumb little gnome set it back 50 years!
All the Americans who've spoken about it love him and that's all that matters to an American insurance company.
As for the latest commercials using people, I think they're going backwards,
Michael
Posted by: | Aug 12, 2006 9:23:53 AM
Posted by: David | Jun 26, 2006 3:12:30 PM
The Gecko voice sounds just like Mark Warren as Danny Blue on AMC's Hustle.
I agree sounds like actor Marc Warren who plays Danny on Hustle
Posted by: Eric | Aug 16, 2006 10:36:18 PM
Posted by: David | Jun 26, 2006 3:12:30 PM
The Gecko voice sounds just like Mark Warren as Danny Blue on AMC's Hustle.
I agree sounds like actor Marc Warren who plays Danny on Hustle
Posted by: Eric | Aug 16, 2006 10:36:31 PM
As another ex-pat Brit I have to concur with Michael above. The phrase 'pie and chips' is so subtle, to most Americans, the meaning is lost. Please, I am not being patronizing here, it is just that 'pie and chips' to me takes me back to my childhood when Mum would make a steak pie, or, more likely, steak and kidney pie with chips and ketchup... I have adopted the phrase 'pie and chips' here in Oregon to mean something good. And it amazes me how many people pick up on it! 'That's that Gecko on TV' and they smile..
Nuff' said mate
Posted by: Michael | Aug 17, 2006 8:07:07 PM
I love the new gecko voice and commercials. It did take me a minute to catch on to them. I also thought it was an Australian accent.
I especially love the new one where the lady interviewer asks if people can contact him directly and he lowers his head in disgust and says something to the effect of "I work for Geico Love... no need to delve into me personal life eh." Love it!
I don't know anything about advertising, but all their ads have been ingenious so far.
Posted by: chloe | Aug 22, 2006 6:08:17 PM
The gekko is awful. So stupid.
If you like this ad you are beyond help.
Geico as a company is one of the worst.
Posted by: Gak-o | Aug 30, 2006 10:11:38 PM
The gecko with the cockney accent turns my stomach. Maybe it's not so much the accent (but, yes it is). It's what is behind the campaign. The underlying true assumption that TV watchers are mindless consumers who, like a baby will grab at anything unusual dangled in front of them. How to make a consumer forget that insurance companies are heartless bullying cheats who fight tooth and nail against paying a claim? Dress it up as a cartoon animal with an adorable accent from some Disney movie. "You can trust Geckie, buddy, he will lead us through the evil city back to our home."
Posted by: mike | Oct 26, 2006 11:02:33 AM
these stupid green lizzard commercials drive me crazy.i hate them and will NEVER use them to insure my vehicle.
Posted by: kevin r. | Nov 13, 2006 9:06:49 PM
Oh, give it a rest mate!
Posted by: Vinny Jones | Mar 15, 2007 1:52:08 PM
has no one else noticed that GEICO - which is an acronym, starts with G for Government, since it was originally started by the US Gov't - uses a spokesman with a foreign accent? just sayin.
Posted by: enzedbound | May 6, 2007 9:49:13 PM
My Mum was from England (I'm from Canada, live now in Florida). If you have family or other connections in the UK, you will realize what most American's don't: that class consciousness is still a far more widespread "background sound" to everyday life in Britain than in the US; and that accent is a dead giveaway of that class, almost as much as in 'Enry 'Iggins' day.
To a Brit, RP/BBC talk is considered authoritative, while Cockney is regarded as low-class. To an American, RP/Queen's English / "Posh" accents seem stiff or forced, while a Michael Caine-style Cockney or Estuary pronunciation seems more loose, fun-loving and casual -- which Americans see as desirable. So I assume the gecko turned cockney to make him seem more "warm, fun and approachable." It would take a Brit to see him as now being more shady, poorly educated and irresponsible! Since Geico is marketing to Yanks and not Brits, it's the Yank reaction that matters to them. Advertising is inevitably about subjective perceptions of target audiences, rather than objective facts of sociological analysis.
Cheers,
David
Posted by: DavidH | May 23, 2007 2:26:06 AM
