The Gecko’s Still Got It: GEICO Wins on Consistency

System1 revealed its Ad of the Week, with GEICO’s “Drain” taking the top spot as the iconic Gecko dives into savings.

“The great advantage of having such a recognisable character is that the Gecko is flexible enough to fit almost any situation and deliver any specific product message,” says System1 Editor-in-Chief Tom Ewing. "Characters are particularly effective because they hit two targets at once. They entertain, creating positive emotion in the audience, and they’re familiar at the same time. When viewers see the Gecko, they know exactly who the ad is for and they’re primed for laughter as well as insurance information."

The campaign was brought to life by our VFX team, led by Creative Director Will Frazier, as part of our ongoing partnership with The Martin Agency and GEICO, continuing to bring one of advertising’s most iconic characters to life.

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