The Martin Agency Heads to the Golf Course for Geico

By Erik Oster 

The Martin Agency rolled out the latest in its “It’s What You Do” spot for Geico with a new 30-second spot.

The agency takes the campaign to the golf course, commenting on the fact that golf commentators always whisper, with “Kraken.” They make the point, as usual, with a humorous exaggeration. A kraken hiding in the water hazard of the course emerges to attack golfers, with one commentator gently whispering, “Looks like we have some sort of sea monster in the water hazard here,” to which the other replies, “I believe that’s a kraken.” The schtick continues with the commentators calmly describing the chaos unfolding on the scene, ending with the line, “If you’re a golf commentator you whisper, it’s what you do…”

The spot was unveiled online over the weekend and made its broadcast debut yesterday. It’s one of the more successful entries in the campaign, with the humor based on the truth that golf commentators never seem to raise their voices above a hushed whisper, heightened by the absurdity of the kraken situation. Fans of the campaign’s approach will love this one, while even some of its detractors may admit it’s kind of clever. We’re not sure it makes us want to buy insurance, though.


Client: Geico
Vice President, Marketing: Ted Ward
Director, Marketing: Bill Brower
Senior Manager, Marketing: Melissa Halicy
Marketing Supervisor: Mike Grant
Marketing Buyer: Tom Perlozzo
Marketing Buyer: Brighid Griffin
Marketing Buyer: Katherine Kalec
Marketing Coordinator: Julia Nass

Agency: The Martin Agency, Richmond, Va.
Chief Creative Officer: Joe Alexander
Group Creative Director: Wade Alger
Group Creative Director: Steve Bassett
Creative Director: Sean Riley
Senior Copywriter: Ken Marcus
Executive Producer: Brett Alexander
Senior Broadcast Producer: Heather Tanton
Junior Broadcast Producer: Coleman Sweeney
Group Account Director: Brad Higdon
Account Executive: Allison Hensley
Account Supervisor: Josh Lybarger
Business Affairs Supervisor: Suzanne Wieringo
Financial Account Supervisor: Monica Cox
Senior Production Business Manager: Amy Trenz
Senior Project Manager: Jason Ray

Production Company: Hungry Man
Director: Wayne McClammy
Managing Partner/Executive Producer: Kevin Byrne
Executive Producer/Head of Sales: Dan Duffy
Executive Producer: Mino Jarjoura
Executive Producer: Nancy Hacohen
Producer: Dave Bernstein
Production Supervisor: Shelly Silverman

Editorial Company: Rock Paper Scissors
Editor: Christjan Jordan
Assistant Editor: Pieter Viljoen
Executive Producer: Angela Dorian
Producer: Jared Thomas

Telecine: MPC
Colorist: Ricky Gausis
Color Producer: Summer McCloskey

Animation/VFX: MPC
Executive Producer: Elexis Stearn
Senior Producer: Juliet Tierney
Junior Producer: Nicole Saccardi
Creative Director: Paul O’Shea
CG Supervisor: Zach Tucker
Flame Lead: Benoit Mannequin
Flame: Blake Huber
Flame: Ben Persons
Nuke: Toma Bowen
FX Lead: Charles Trippe
FX: Patrick Manning Nha Ca Chau
Nate Lapinski
Light Lead: Tim Kafka
Light: Brendon Echsner
Texture Lead: Brian Broussard
Animation Lead: Stew Burris
Animation: Ian Wilson
Rigging Lead: George Saavedra
Asset Supervisor: Aaron Hamman
Tracking Supervisor: Michael Lori

Audio Post Company: Rainmaker Studios
Engineer/Mixer: Jeff McManus