Everyone Into Geico's 'Car Pool'

Special effects and droll humor star in The Martin Agency’s new television commercials for Geico Direct.

Three 30-second ads broke on network, national cable and spot TV last week for the Washington, D.C.-based auto insurer.

The campaign focuses on the client’s immediate claim response, 24-hour service and guaranteed repairs. The tagline: “Fifteen minutes could save you 15 percent or more on car insurance.”

Steve Bassett, group creative director at the Richmond, Va., agency, oversaw the commercials, which were shot and directed by Traktor in Los Angeles.

In “Squirrel,” written by Joe Lawson and Raymond McKinney and art directed by Tye Harper, the joke revolves around a pair of squirrels playing chicken with a motorist.