Creative Advertising

Geico Releases Its ‘Legend of the Lizard’ Documentary Leading Up to the Super Bowl

The Martin Agency developed an elaborate backstory on the character for the film

Geico Gecko cosplay for the documentary. — Characters in cosplay at 'Gecko Con' are part of the documentary about the Geico Gecko.

By Kyle O’Brien

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A few ads ago, Geico reintroduced its famed Caveman character, luring him out of his comfort zone to appear in what he thought was a documentary about him. He was wrong.

Geico was instead interviewing the Caveman for a documentary about the insurance company’s most famous mascot, the Gecko, who was introduced in 1999.

At long last, that 15-minute documentary is here. The film, “Legend of the Lizard,” features unaired footage and never-before-seen interviews, getting to the heart of who this affable reptile really is.

Kyle O’Brien

Kyle O’Brien is a staff reporter for Adweek and editor of AgencySpy.

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