Geico: Paid Celebrity

These Geico spots are classic -- "Joe Consumer is an actual Geico customer, not a paid celebrity so to help tell his story, we hired one." I especially like the one with Little Richard but didn't have my camera handy when that one was rolling. In general, I love when commercials poke fun at themselves and come off as anti-advertising -- or, as I've called it, "outside looking in." Shows empathy for the consumer and creates an "us" (brand and consumer) against "them" (all those other advertisers) sorta vibe. Simple formula but hard to execute well. Not so easy a caveman could do it. More like cro-magnum man.