The Martin Agency (Richmond, Virginia)

Creatives at the Martin Agency, Richmond, Virginia, came up with the campaign concept when they played with the common mispronunciation of the word, “Geico”. They decided to make something of it and with a few strokes of a pen the new character was brought to life. Even though there are hundreds of Geico Gecko commericals, I decided to show ya'll the one below because in my Advertising Research class we just learned about the importance of word association...and this is exactly what Geico achieves in this advertisement. Now whenever anyone hears or sees a Gecko, they're going to think about Geico Car Insurance.