Geico: Good News campaign

Edward Dinger

“Good News” was the second of Geico’s trilogy of advertising campaigns. With the assistance of the ‘Martin Agency’ of Richmond, Geico used its humorous advertising appeal to portray variations of the “good news, bad news” joke.

Geico: Good News campaign

Edward Dinger

OVERVIEW

By the mid-1990s direct auto insurer GEICO had already enjoyed strong growth through the use of mass-market advertising, expanding beyond direct mail to include humorous television commercials. At the start of the new century GEICO scored a hit with its commercials that featured a cartoon gecko. In the spring of 2003 GEICO released a second, complementary effort, the "Good News" campaign.

"Good News," developed by the Martin Agency of Richmond, Virginia, was essentially a television campaign, although some of the material was recycled for radio spots. The commercials played off the familiar pattern...

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