Geico: Good News campaign

“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...