• by Danielle Oster , over 1 hour ago

Geico introduced a brand platform over the weekend that aims to shift the conversation away from simple savings messaging.

Created in partnership with longtime agency partner The Martin Agency, “It Feels Good to Geico” launched with a pair of ads that debuted Nov. 15. “We All Do It” was shot by director Maggie Carey (“The To-Do List”), in part from the low-to-the-ground point-of-view of the brand’s ubiquitous Geico Gecko mascot, who challenges habits that prevent people from making better financial decisions.

NFL Hall of Fame running back, and 2006 “Dancing with the Stars” winner Emmitt Smith, takes center stage in another ad, which focuses on positioning Geico’s customer service as providing everyone with the “Star Treatment.” The company said that Smith is a real Geico policyholder, as is fellow Super Bowl champion Philadelphia Eagles wide receiver A.J. Brown — who appears in his own “Star Treatment” spot.

The campaign is running on TV, online video, social media, OOH, and audio, including a large investment in ads running during broadcasts of NFL games. Additional ads are slated to run later this month, and into 2026.

In a statement, Geico described the new brand platform as a “shift to emotional value built on both connections and relationships,” in a category typically defined by messaging about savings. Geico claims the brand platform is intended as “an idea designed to transform both the organization and the insurance category at large.”

The new brand platform follows a summer campaign that the brand called its “largest-ever” creative rollout, and furthers the strategic shift seen in that campaign.

“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,” Geico Senior Director of Marketing, Brand, and Creative Sialoren Spaulding told Marketing Daily at the time.

“Geico has always been known for great savings and memorable creativity,” added Geico Senior Director of Marketing, Brand, and Creative Tom Perlozzo, “but this next chapter is about reinforcing the idea that value means more: more support, more coverage, more peace of mind.”