Seriously funny: How GEICO and Farmers Insurance used humor to change the insurance industry
Todd Wilkinson
Oh,to hear chief marketing officer Ted Ward riff wryly. The 63-year-old veteran of many a campaign struggles to keep a straight face as he describes the cast of characters that have graced the stage of GEICO insurance commercials over the past two decades — the cavemen with inferiority complexes, driven by a heartfelt yearning to be understood; the flaky guest star turns by the likes of Little Richard, Burt Bacharach, and Joan Rivers; Maxwell the Pig; and, of course, the unlikeliest of mascots...