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GEICO Asking Rhetorical Questions In Yet Another Campaign

  • Brandweek, Tuesday, December 29, 2009 10:19 AM
GEICO has broken yet another campaign -- there are at least four others running out there -- that taps actor Mike McGlone from "The Brothers McMullen" to play a reporter who asks rhetorical questions, such as: "Does Elmer Fudd have trouble with the letter R?" and "Did The Waltons take way too long to say goodnight?"

The questions with obvious answers are set up by the familiar, "Could switching to GEICO save you 15% or more on car insurance?"

"Rhetorical Questions" isn't replacing GEICO's other campaigns featuring its mascots -- the gecko, the caveman, and kash -- and it doesn't change the insurance provider's message or strategy, says Steve Bassett, creative director at The Martin Agency, which created the campaign. "The rhetorical questions are almost endless and we can do a lot with that," he tells Elena Malykhina, but exactly how much will depend on the numbers it puts up.



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