Geico is partnering with Disney's Marvel Studios to promote the upcoming Guardians of the Galaxy Vol. 2 movie, due out May 5 in the U.S.
Developed with Geico's creative AOR The Martin Agency and media AOR Horizon Media, the creative features Geico's Gecko and Guardians of the Galaxy character, Baby Groot, realizing that if the Guardians of the Galaxy can save the world, then they must be able to help save people money on car insurance. However, the Gecko soon learns that this character may not be the best spokesperson since he can only utter the phrase, “I am Groot.”
The 30-second spot and custom graphics run across Geico's planned video placements in national TV, digital and social media platforms. Marvel, for its part, will introduce its own promotional integration using Geico as a partner.
“Although this isn't the first entertainment integration for Geico, it is the first of this caliber where we felt the two characters so seamlessly fit together,” says Christine Lembo, VP managing director, Horizon Media.
This collaboration is designed to expand awareness of Geico to new audiences, says Horizon. “We are always looking for new creative ways to align GEICO’s much-loved Gecko with moments in pop culture and this collaboration was a relevant fit for both brands,” said Lembo.