Geico, could save 15% or more on advertising.
I think that many of the Geico ad campaign are very creative and original, but in my opinion one part of their ad campaigns could use a little work. They always seem to have two campaigns going on at once, one that is new, original and memorable and the other which isn't quite as effective. The less effective ones seem to be the ones with the Geico Gecko in them. True, he's little, has the "cute" appeal and a fancy accent, but few of the ads with him in it seem overly effective, they seem somewhat annoying and painful.
They seem less effective because they still get the same point into everyone's head that all the other ads do "Geico could save you 15% or more on car insurance" and just do it in a less creative way. The ads aren't very humorous and leave you wondering why they aired it. I think the reason that these ads keep getting signed off is because the company can't let go of the Gecko because it rhymes with Geico.
What I would do different is one of two things. Either get rid of the Gecko ads or try and incorporate him into the creative, original ads. If they still want the Gecko in, they could change their logo so Geico was spelled in the shape of a Gecko or incorporate him in the logo some other way. Rhyming Geico with gecko is a good idea, and he is a widely recognized icon of the company, however I think he could be put to better use in their more creative ads. Examples: Have the Gecko introduce the ad. Have the Gecko give the tagline at the end, or just have him be in the logo at the end. This could save Geico some money on their broadcast ads while keeping their company mascot.
EXAMPLE OF GECKO AD:
EXAMPLE OF THEIR CREATIVE ADS: