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Geico ads answer questions with questions Does Geico try a new direction in four new spots from The Martin Agency breaking Monday? Oh yes, indeed. Check them out above. The spots begin with a guy asking the same question—"Could switching to Geico really save you 15 percent or more on car insurance"—which he then answers by asking other questions with obvious answers, like "Is Ed 'Too Tall Jones too tall?" and "Does Charlie Daniels play a mean fiddle?" Apparently, the brand's not targeting twentysomethings here, since most folks under 35 won't remember who Ed "Too Tall" Jones is. In fact, most folks over 35 will probably have to Google. Is the new approach more appealing than Geico's googly-eyed wad of Kash or the talking tree limb and fender? Marginally, yes. Still, with instantly recognizable icons like the gecko and cavemen in its ad arsenal, this new tactic seems questionable. —Posted by David Gianatasio

December 23, 2009 in Geico, Gianatasio, Insurance, Martin Agency | Permalink

Comments

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I disagree with your assessment of the ads. I think they utilize folk heros to illustrate a point. By showing us Charlie Daniels and Ed Jones, we don't have to remember who they are, it's clear that they do live up to their reputation - which is what Geico is proving they do as well through association.

Posted by: Jen Ohs | Dec 23, 2009 7:41:19 AM

I concur with Jen. Maybe Geico figures that the folks who are really concerned with saving money on car insurance are people with other expenses. Like kids. I never cross-shopped car insurance was I was younger, but I sure do now. And while they don't quite reach the level of the original Caveman Trilogy or Tiny House (or my personal fave, Loren Wallace), these are still much better than the googly eyes. I even dig the Robert-Stack-meets-Hugo-Weaving-as-Agent-Smith announcer.

Posted by: Jason Fox | Dec 23, 2009 9:30:18 AM

I don't know if it is a good idea to associate your product with an political extremist like Charlie Daniels. Wouldn't be my choice.

Posted by: Doug | Dec 23, 2009 10:56:02 AM

I'm not going to comment on whether or not these people were the best choices, but I don't think you need to know who they are for the spots to work. Clearly, Ed "Too Tall" Jones, is "Too Tall"... the fact that he played in the NFL for X number of years doesn't need to be known by everyone for this to work.

I'm just upset that they used a Cowboy... the Martin Agency is in VA (Redskins Country), they should know better... :-)

Posted by: jack benoff | Dec 23, 2009 2:14:22 PM

I wonder if the man in a lady wig worked on these.

Posted by: Delta | Dec 23, 2009 2:23:29 PM

I agree with some of the other comments. In the commercials, it's obvious that Too Tall is, in fact, pretty damn tall. It's also obvious that Charlie Daniels plays a mean fiddle in the commercial itself. Both probably work a little better if you know who they are, but it isn't necessary. I think it's possible that more people know who Charlie Daniels is than you might think, too. Country music fans tend to venerate their icons. Daniels is a member of the Grand Ole Opry and his biggest hit was recently covered by one of country music's hottest current groups, the Zac Brown Band.

Posted by: policywank | Dec 23, 2009 11:05:21 PM

Political extremist? Defined as anyone who disagrees with an "enlightened" liberal eh?

Posted by: HOKIE | Dec 24, 2009 4:11:14 PM

I want to know who the man is talking about Too Tall, or who he is imitating???

Posted by: Mford | Dec 26, 2009 3:42:52 PM

In regard to Charlie Daniles playing a
"mean fiddle", it may be mean but it is not pleasing to the ear. I play the violin and the tone quality of his playing on the commercial is awful. This is because his is pressing way too hard on the bow. You can tell this because his breaking the bow hair. Pressing too hard causes a scratchy tone. I am sure Mr. Daniels is capable of playing better than what is shown on the commericial. If they had him do this deliberately, it is counterproductive, as it is very unpleasant and I immediatately mute the sound and look away.

Posted by: Norm | Dec 31, 2009 1:51:24 AM

I'm with Mford--who is the "Inestigative Reporter Looking Guy"?

And Norm--just my opinion, but while a fiddle and a violin may technically be the same instrument...isn't that like comparing Slash to Jose Feliciano (only classical guitartist I could think of)?

Posted by: Shad | Jan 1, 2010 3:55:51 PM

Is that Hugo Weaving in this commercial?

Posted by: 80808 | Jan 4, 2010 11:56:09 PM

I think the new Geico Commericals are funny as hell!

Posted by: Timothy | Feb 4, 2010 1:44:38 AM

The think the guy doing the Rod Serling/Robert Stack imitation is Australian Rugby Player/Actor Ian Roberts. Ian Roberts was one of the henchmen in the lastest Superman movie. There's more than one famous Ian Roberts alive today in the business, make sure you google Rugby.

Posted by: Kevin | Feb 6, 2010 12:45:32 PM

I think these commercials are much better than the caveman commercials. The caveman commercials have run their course and should be taken off tv.

Posted by: Minnie | Feb 6, 2010 5:26:08 PM

Who is the man in these commercials

Posted by: Minnie | Feb 6, 2010 5:27:46 PM

The guy who plays the investigator is not Ian Roberts or a rugby player! His name is Mike McGlone. Google that.

Posted by: Jason | Feb 12, 2010 12:00:57 AM

I'm with 80808, these new commercials are funny. I just saw the latest one where he asks does 10 pounds of flour make a really big biscuit. I have been laughing for 3 days now.

Posted by: Robin | Feb 21, 2010 4:51:49 PM

The guy in the commercials was in several Ed Burns movies...She's The One and The Brothers McMullen I believe. That's not his voice though in the commercials and I'm not sure whose it is. It sounds like Bill Kurtis from all those A&E shows to me.

Posted by: Scott | Feb 27, 2010 9:33:23 PM

My first impression of this guy in the new Geico Commercial was of Robert Stack from the Unsolved Mysteries show of the 80s and 90s. The voice and inflection match him fairly well. I don't see Rod Serling at all.

Posted by: Scott Strohkirch | Mar 6, 2010 8:26:21 PM

According to Wikipedia, the man in the Geico commercial is Mike McGlone, and he is trying to imitate Robert Stack.

Posted by: BillMcG | Mar 8, 2010 6:54:49 PM

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