How Geico Became the One Advertiser It's OK to Love

The insurer and The Martin Agency reflect on 25 years and their best ads

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What makes a Geico ad a Geico ad?

The insurance brand has run an endless parade of humorous advertising over its 25-year relationship with The Martin Agency, and, creatively, the campaigns have been all over the map. Even more strangely, these disparate campaigns have often run in market at the same time, breaking a core commandment of marketing: Thou shalt not confuse thy customer.

But the counterintuitive thread that binds them all has also been the brand’s secret to not overstaying its welcome with the ad-watching public.

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