For this individual project, we were asked to pitch a successful ad campaign that is already successful.
I chose the GEICO Caveman. This is the result.
Consumers are intimidated by Auto insurance because it's confusing, time-consuming, and boring.
Other car insurance companies use ads with people encountering bad events in which they needed car insurance, which became dull and didn't make purchasing car insurance any easier or less confusing.
Auto insurance is intimidating, confusing,
time-consuming, and boring.
GEICO's advertising campaigns are so successful because consumers view GEICO as a commodity rather than a generic full-service insurance agency.
They turn a complex thing such as car insurance and make it understandable.
"Uhm. . . I still don't understand."
"Oh yeah! I understand!"
"I'm so hungry,
I could eat a cow!"
Have you ever exaggerated your words or used hyperbolic/figurative language to emphasize to others how you really feel?
"I'm so busy, I have a million things to do today."
Geico is the perfect brand to incorporate these methods into their campaign strategy.
Auto insurance isn't as confusing as people think.
"Car insurance is harder to understand than a cat speaking in Klingon."
Actually, GEICO is so easy,
just 15 minutes could save you
15% or more on your car insurance.
But, how easy
is "so easy"?
I went ahead and re-created the first two GEICO Caveman commercials as though they were pitched as possible executions. As I said, I had fun with this one.
Budget: $0 Computer Quality
Acting and dedication: Priceless
SETTING THE SCENE
As a fake, caveman-insensitive commercial is being filmed, the boom operator turns out to be a Neanderthal caveman who stops the filming and yells
SETTING THE SCENE
A spokesman meets with the caveman in a restaurant to apologize for the ad that started it all, explaining "We had no idea you guys were still around.