New Creative for a Digital World
Most advertisers just want to tell people things in commercials and videos and have them immediately react and buy something, give money, sign up or schedule an appointment. GEICO has discovered that advertising in a digital world is a new medium that requires some subtle sales, loud and literal messaging, and a lot of entertainment value.
Like the GEICO ad that features Atlanta’s Tag Team (aka DC “The Brain Supreme” Glenn and Steve “Rolln” Gibson). “Scoop, there it is” is sure to be a slang phrase of 2021. The clever mix of ice cream names and the song drives the commercial. And according to Dr. John Medina, “Music boosts cognition.”
“Scoop! There it is.” GEICO has found a way to break through the clutter and build a brand around fun ads, great characters and music. It’s a triple scoop of creativity that is pleasing to the eye and ear.
So how is this ad doing? Well, for starters, the commercial has more than 14 million views on YouTube. That’s 14 million people who watched a “commercial” on YouTube. Who said people want to skip the ads?
Mark Mathis III is chief creative & strategy officer, partner and cofounder of AMPERAGE Marketing & Fundraising.