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New Geico Campaign Rolls This Week

  • Brandweek, Thursday, August 30, 2007 11:31 AM
A new campaign for Geico that breaks this week turns the lens on some pop culture icons, including a whole family of beloved cavemen. Themed "the real scoop," the effort involves three 30-second spots on network and cable that feature the Cabbage Patch Kids, The Beverly Hillbillies and The Flintstones. The spots are designed to mimic the look of those quasi-investigative shows that probe the seamier side of Hollywood stars.

For instance, viewers discover that one of the first Cabbage Patch Kids was a child star before hitting the skids, switching to Geico to save money and then becoming a star on a reality dance show. The tag "15 minutes could save you 15% or more on your car insurance" remains and while spending was not disclosed, the insurer spent $558 million on media last year and $140 million through June of this one, according to Nielsen Monitor-Plus.

"Finding a fresh new way to talk about savings that stays true to the Geico brand personality was tough," says Ted Ward, the company's vice president of marketing. "The Real Scoop" campaign uses contemporary media imaging combined with an unexpected use of famous American icons ... to drive home a strong and entertaining savings message."

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