THE ASK AT A GLANCE

March 2026 – How we broke through to Small Business Owners to increased awareness & consideration of GEICO’s Commercial Auto offering?

The Pitch:

A category that only celebrates the pains of being a small business owner.
No one speaks to what SBO’s work means to them.
What their craft feels like beyond stress and confusion.

Where owners often fly under the radar without proper insurance.
Because Insurance is an aspect of the business they dread dealing with,
which takes them away from their passion that got them into the trade.
And right now, Blue collar work has shed its stigma and become something White collar workers dream of.
The satisfaction comes for the tangible, hands-on results.

But insurance isn’t tangible.
An invisible forced requirement that only becomes tangible at the worst times.

How do we demonstrate working with GEICO has the same satisfying results?

Campaign Idea

Feels as Good as…

It just feels good to save on your commercial auto insurance.
How good?  We’re glad you asked.

In classic GEICO humor, the Gecko highlights how satisfying work place wins feel leveraging some surprising guest stars.

CDs: Ken Marcus & Sean Riley
GCD: Justin Harris
ECD: Fabio Costa

Creative Brief

Our Challenge
SBO’s Doubt the Insurance Category
The Category highlights the stress SBOs are under but doesn’t create true understanding of what their work means to them. SBOs trust GEICO, but they doubt the category and often fly under the radar without proper coverage.

Small Business Truth
Satisfaction comes from their crafts’ tangible results
Skilled trades offer a different way of thinking about life and relating to the world. As a byproduct of AI backlash, the trades are becoming an increasingly instagrammable profession, with influencers fueling a resurgence through sharing the “oddly satisfying” in action. But unlike their work, insurance doesn’t have a clear, immediate, tangible result.

GEICO’s Role
Working with GEICO has the same Satisfying Results.
Insurance isn’t tangible. You can’t see or touch it. But with GEICO, the payoff can feel just as satisfying as their craft. The perfect cut. The seamless fit. With 30 customizable coverage options, It’s easy for SBOs to get savings on the exact coverage they need at the right price all in one place.

It feels good to achieve that same satisfying feeling.

THE ASK AT A GLANCE

March 2026 – How do elevated our distinctiveness and grow emotional resonance among Motorcycle who live the lifestyle (Cultural Fiends)?

OR the Gecko gets his first Motorcycle.

CREATIVE BRIEF

Our Challenge
Become the first-choice insurer for Culture Fiends.
Progressive leads the pack, outspending GEICO and touting its claim of being the #1 motorcycle insurer. While they just talk at the community, there’s an opportunity for GEICO to show we’re a meaningful part of it.

Consumer Truth
While it’s a Classic symbol of independence, 
motorcycling connects riders with meaning.
The ride for Culture Fiends is their way to connect with others and build a community. There’s something special about hitting the open road with others who
 share the same love for two wheels. Riding isn’t just a way to get around; it’s their social world, their heritage, personality and represents the things they hold dear.

“The motorcycle community is my family and riding is my passion. I always ride in charity rides and runs because it’s who I am.”

“Almost as important as the ride is the place where we get lunch and talk about the ride, everyone shares what they saw and how it was.”
– GEICO Focus Groups, Cultural Fiends

GEICO’s Role
We celebrate the rider, not just the ride.
While others celebrate their bike, we focus on the stories these motorcyclists define themselves by. With licensed motorcycle specialists who speak the language of riders and 24/7 Emergency Roadside Service, we keep Culture Fiends on the road: so they can chase more miles, make more memories, and share more stories with their community.

Giving the Gecko his own bike lets him share real rider stories and credibility: he’s out there, making the same on-the-road decisions. Without his own motorcycle, it keeps him in observer mode, not rider mode. It starts to feel like he’s not truly one of them if he’s just a passenger. This makes it so he is truly out there by your side, feeling and experiencing the same things as the motorcyclists.

Creative Idea

The Gecko Rides with You

In life, when you ride with GEICO Motorcycle Insurance, they’re with you on your motorcycle journey, ready to help with 24/7 Emergency Roadside Service and in any way they can. The Gecko, as the visual manifestation of GEICO, explores the world with riders on their journey(s), helping them, and helping them get help from GEICO.

There’s just nothing like a riding across the country with the insurance lizard. Bueno compañero.

Creatives:  Eli Reece & Ben Cochran
CDs: Dustin Dodd & Graham Unterberger
ECD: Fabio Costa

THE ASK AT A GLANCE

Feburary 2025 – How we shifted perception of GEICO with the campaign All About You?

Creative Brief

Our Challenge
While the category optimizes for price, families judge value by how quickly and confidently life gets back to normal. And that gives us a space to uniquely own.

Consumer Truth
When something disrupts their lives, people wish insurance would simply handle it. Instead, it turns into another drawn out process they have
to manage.

“You feel like you’re just one of the 1000s of people on the insurance plan.” – Daniella
“Do not tell me two days and then it turns into two weeks.” – Daisy
“When you get transferred, it feels like nobody owns the problem.” -David
“You just want one person to handle it, not five departments.” – Kim
“Those things are long and drawn out… it’s already truly stressful… time consuming.” -Deborah

GEICO’s Role 
Use GEICO’s service strength (97% customer satisfaction on service) to reset expectations from basic cheap car insurance, showing we can take care of complex insurance moments and reduce disruption for families when it counts.

Creative Idea

All About You

Life has a way of becoming all-consuming. Whether it’s a small claim, a breakdown, a rate hike or something small like a fender scratch, you end up waiting, haggling, holding, budgeting and battling, and suddenly this minor insurance matter takes over your whole life.

GEICO stops that spiral with fast claims, superior care, and real human support that puts you first, so it stays all about you, not what went wrong.

ACDs: Blair Seward & Elizabeth Daniels
CDs: Ryan Rabb & Allie Nordstrom
ECD: Fabio Costa

THE ASK AT A GLANCE

October 2025 – How we leveraged celebrity talent to express our new brand platform “It Feels Good to GEICO” for the NFL season?

How GEICO Leverages Celebrities (Codifying the classic GEICO playbook)

1. Beyond Star Power: GEICO has typically used celebrities as humorous, unexpected cameos rather than as the face of the brand, never hinging campaigns on one person’s star power alone. They are folks with unique personalities and can drive cultural relevance or cache, when given the spotlight.

2. Out of the Shadow: Our past celebrity choices have skewed toward recognizable but not overly polished personalities huge in current pop culture—figures who can play off GEICO characters or drop into comedic setups without overshadowing the brand itself.

3. Brand Over Endorsement: GEICO doesn’t rely on celebrity endorsement credibility; instead, the humor and relatability stick, keeping the brand message central.

Examples:
Little Richard: A foundational pioneer of rock and roll famous for his flamboyant, high-energy performances and unique sound but used decades after his heyday.
DJ Khaled: Famous for being a hype man, executive producer, and label head known for his signature brand of positivity, self-belief, and celebration of success
Dikembe Mutombo: NBA Hall of Fame defensive superstar, famous for his shot-blocking prowess, iconic finger-wag celebration
Tag Team: American hip-hop duo known almost solely for their 1993 single “Whoomp! (There It Is)”

Creative Brief:

Prove “It Feels Good to GEICO”
A new twist on our successful advertising property “Testimonials.” We will use lauded professional athletes (or notable personalities) combined with regular people to demonstrate that whoever you are, GEICO treats you like a star. In this twist, the regular people translate for the celebrities.

Insight
Whoever you are, you need and want to feel like you are getting special treatment.

Creative Idea: 

Star Treatment

Fame comes with perks. But when it comes to insurance – stars, athletes, and everyday people all want the same thing: 
a company that puts them first.

Like GEICO does. Whether you’re a lauded professional athlete or just a person who needs insurance, 
GEICO treats you like you’re a star.

 

View this post on Instagram

 

A post shared by Emmitt Smith (@emmittsmith22)

CDs: Dustin Dodd & Graham Unterberger

THE ASK AT A GLANCE

March 2025 – How we launched a new Trucking line of business for GEICO in the Commercial category?

Results: Trucking growth was so successfully among owner-operators that new policy intake has to be slowed.

CREATIVE BRIEF

Trucking Challenge
Currently, there is little trust in GEICO as a leading Trucking Insurance provider. We haven’t yet earned a reputation with our Commercial Trucking Insurance offering.

Consumer Truth
Their insurance goes beyond protecting;
it opens doors for their livelihood.
The wrong insurance can cost them jobs. If they don’t have the preferred insurance, of the shipper or freight broker they won’t get the job. Which puts limits on this career that embraces the nomadic spirit to pave their own path.

Messaging Audiences:
Concrete Cowboys: These long haulers live life on the road, independently hauling across long distances and proud of their self-sufficiency. But they are an insular community that mostly go unrecognized for their contributions to our everyday life.

Local Haulers: These are local truckers (100-150m range) who haul a various cargo (from lumber to gravel for new roads to coal for industry) or even box truckers delivering local goods. They feel they’ve gamed trucking but are not recognized as real truckers by the community.

Strategy
GEICO means serious business.
We need to show GEICO is serious and committed with our Trucking offering to build a reputation. The easiest, serious insurance option for truckers to confidently take the reins of their business.

Creative Concept

Legendary Truckers

Truckers owners are the backbone of this country. At GEICO, we support these everyday working legends with everything they need to take control of their business and their bottom line. So let’s celebrate these hardworking men and women like the true legends they are.

Hero Spots (Full 360 Campaign)

Truck Stop

Nana

CDs: Ken Marcus & Sean Riley