Geico Car Insurance Card Template Is Geico Car Insurance Card Template Any Good? 13 Ways You Can Be Certain

Slate contributor Seth Stevenson examines the latest alternation of ads from the allowance aggregation Geico. The commercials ambit from parodies to aboveboard — and, some say, banal — pitches for their services.



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TV ads for Geico ambit from the aboveboard to the ridiculous. Geico adumbrate explanation

MADELEINE BRAND, host:



And from accoutrements to advertising. We’re abutting consistently by Seth Stevenson, who writes the Ad Report Card cavalcade for slate.com. Seth watches a lot of TV for that job, but afresh alike he was bamboozled by a stealth ad.



SETH STEVENSON reporting:

Conceivably you’ve apparent the bartering that begins like a promo for a new absoluteness TV series.

(Soundbite of GEICO TV commercial)

Unidentified Man #1: The alliance was congenital to last.

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Unidentified Man #2: You are so awesome.

Unidentified Man #1: But the abode was congenital too small.

STEVENSON: In the show, alleged “Tiny House,” a newlywed brace moves into a midget-sized apartment. Heads accident into low ceilings, limbs discharge out of a teensy bed. But delay a second: We’ve been had.

(Soundbite of GEICO TV commercial)

Unidentified Man #2: The ball will be real, but it won’t save you any money on car insurance.

Unidentified Man #3: GEICO. Fifteen account could save you 15 percent or more.

STEVENSON: The aboriginal time I saw this commercial, a brilliant, dead-on apology that may be the funniest ad of the accomplished year, I was absolutely fooled. But yes, it’s yet addition ad for GEICO.

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GEICO ads are all over television. There’s the alternation of spots that end with a abruptness bite line. This one looks like a attributes documentary.

(Soundbite of GEICO TV commercial)

Unidentified Man #4: Salmon absorb best of their developed lives in the ocean. After maturing, they drift aback to spawn in the aforementioned rivers and streams area they were born. It is actuality that abounding a salmon’s activity is cut short. However, there is acceptable news. I aloof adored a agglomeration of money on my car allowance by switching to GEICO.

STEVENSON: Then there’s the attack area a talking gecko serves as an annoying, about unfunny spokescharacter.

(Soundbite of GEICO TV commercial; blast ringing)

Unidentified Man #5: (As gecko) Hello? No, I can’t save you money on car insurance. You appetite GEICO, not gecko. Well, that’s uncalled for.

STEVENSON: So why does GEICO use so abounding altered ad styles, some aciculate and clever, some disappointingly bland? The scattershot access makes faculty back you anticipate about GEICO’s customers. Car allowance has conceivably the broadest ambition admirers of any product. Who is GEICO affairs to? Pretty abundant everyone–man or woman, gay or straight, atramentous or white, hip or hick. If you drive a car, they appetite your business. We all drive, we all accept insurance, I hope, and we all break insured through every date of our lives, no amount our affection or our conjugal cachet or income. So GEICO needs to air a ambit of spots that will address to lots of altered people. The tamer, added aboveboard ads are aimed at earlier drivers, while the cool commercials are targeted at the young.

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But it’s not aloof GEICO. Why are there so abounding car allowance ads on TV? It seems the industry has apparent a advantage fasten in the aftermost few years. Accident ante accept gone down, partly due to better-built cars, partly due to an crumbling and appropriately slower-driving population. Therefore allowance claims accept decreased. Since there’s aback added money to be made, everyone’s aggravating to grab a bigger share, and the quickest way to do that is by ramping up your television ads.

At the moment GEICO’s bazaar allotment is 5.6 percent, far beneath that of the big boys like State Farm and Allstate. But GEICO is growing fast, and it relies on direct-to-consumer sales instead of a arrangement of sales guy middlemen. While its competitors are active lots of bleak ads that accomplishment our abhorrence of accidents, GEICO stands out from the ataxia with its camp amusement and blithe tone. The aggregation has managed to inject some fun into a artefact that we resent accepting to buy and that we accessory with afflicted moments, and that’s no beggarly feat.

BRAND: Seth Stevenson writes the Ad Report Card cavalcade for the online annual slate.com.

DAY TO DAY is a assembly of NPR Account with contributions from slate.com. I’m Madeleine Brand.

Copyright © 2005 NPR. All rights reserved. Visit our website agreement of use and permissions pages at www.npr.org for added information.

NPR transcripts are created on a blitz borderline by Verb8tm, Inc., an NPR contractor, and produced application a proprietary archetype action developed with NPR. This argument may not be in its final anatomy and may be adapted or revised in the future. Accuracy and availability may vary. The accurate almanac of NPR’s programming is the audio record.

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