• by Danielle Oster , Yesterday

Geico’s latest creative rollout didn’t just involve one campaign, but eight different one featuring familiar characters designed to reach
different audiences across a variety of media channels that include TV, streaming TV, online video, audio, digital OOH, and social media.

According to Geico, it’s the largest amount of creative the insurance brand has put out at one time, as well as featuring ad support across more lines of business than it ever has in the past.

The effort includes the familiar Geico Gecko character taking center stage in “Low Key Big Deal,” focused on the brand’s auto insurance offering, and how it’s about “more than just savings on car insurance” -- and in the  “Where You Need Us Most” campaign as a handy wingman (wing...gecko?) promoting the brand’s commercial auto offering.

“Subconscious News” promotes Geico renters insurance by communicating the everyday anxieties of adulthood via a broadcast from within your brain. “Land You vs Boat You” and “Home You vs Road You” use quick cuts between versions of the same characters to promote boat insurance and RV insurance/emergency roadside assistance. Other ads promote motorcycle and truckers insurance.

Marketing Daily caught up with Geico Senior Directors of Marketing, Brand, and Creative Tom Perlozzo and Sialoren Spaulding to discuss the strategy and timing behind the brand’s big advertising push.

This interview has been edited for length and clarity.

Marketing Daily: Why was now the right time to invest in this large-scale creative rollout?

Sialoren Spaulding: This moment represents a meaningful milestone for Geico. After a period of strategic focus on profitability and operational strength, we’re reentering the spotlight with intention. Consumer expectations around insurance have shifted. People are increasingly looking for more than just low rates; they want exceptional service, support, and ease across every touchpoint. That insight was a major driver in shaping this next chapter. We’ve built a strong foundation internally and now we’re meeting the moment with a slate of work that’s designed to reflect the full breadth of what Geico can offer. 

Marketing Daily: What role does the sheer volume involved in this creative rollout play? How do the different creative assets complement each other, and allow you to reach different audiences?

Tom Perlozzo: There’s definitely power in scale, especially for a brand with as much equity as Geico. But the volume isn’t just about visibility – it’s about variety. We’re reaching a broader set of customers across more lines of business than ever before, so each campaign is uniquely tailored to speak to specific needs, sensibilities, and behaviors. The collective effect is a reassertion of Geico's leadership in the category.

Spaulding: Every campaign is rooted in real human insight, and together, they tell a bigger story about the Geico experience. For example, our renters campaign tackles anxiety and everyday worry with a uniquely Geico twist, while our commercial auto work speaks directly to small business owners and truckers navigating real challenges.

Marketing Daily: How does this mark a shift in marketing strategy for Geico?

Perlozzo: It reflects a more expansive view of who we serve and how we show up. Geico has always been known for great savings and memorable creativity, but this next chapter is about reinforcing the idea that value means more: more support, more coverage, more peace of mind.

It also reflects our expansion into newer lines of business, like renters and commercial auto, and involves a deeper investment in segmenting our message to meet people where they are.  So, while the humor and characters people love are still there, the strategy is sharper and more ambitious.