We're Going to Cover That In Phase 2

If by just reading that headline you were thinking “I just saved a bundle on my car insurance by switching to Geico,” then you’ll probably agree with the statement that Geico has the most memorable commercials on television right now. Period. I challenge you to present me with an ad campaign that is better. I love how there is no master concept holding them all together yet how that in itself is the master concept of the campaign. I love the randomness and that half of the time you have no clue you are seeing a Geico ad until you hear the tag line. They are short, irreverent and somehow, partly through immense repetition, they stick with you. More importantly, they have become part of every day life. Some examples:

* After my accountant plugged all my info into his PC program to prepare my 2005 tax return, he turned to me and said, “Good news.” I started to guess how much he was going to tell me I was getting back when he said, “I just saved a bundle by switching to Geico.” He is so dry I never saw it coming.

* When I first moved into my new apartment building, I described how I felt about the new place by asking, “Have you ever seen the Geico Tiny House commercial? Its like that.” To see Tiny House, my all time favorite Geico commercial — “I’m just trying to make an omelette!” — click here, then click “What We’ve Done” and “Geico.”).

* When I provided tech support to my friend Greg a few weeks ago, I said that something was so easy “a caveman could do it” and then we both made sure there were no caveman’s around who would be insulted by that statement.

One day, and that day may never come, I’ll call upon Geico to do a favor for me by saving me up to $500 in 15 minutes on car insurance. Until then, I will just get a nice laugh by watching their ads.