The Martin Agency Mixes Lemonade With Ice-T for Geico

By Erik Oster 

Do you like puns related to actor/rapper Ice-T? Well, The Martin Agency and Geico have just the spot for you.

The Martin Agency’s latest spot the “It’s Not Surprising” campaign for Geico it launched with “Marco Polo” this summer sees Ice-T helping out some kids with their lemonade stand. This leads to some confusion when passers-by keep asking “Is that Ice-T?” to which the young entrepreneurs reply “No, it’s lemonade.” The spot concludes with the line, “Ice-T at a lemonade stand? Surprising,” and contrasting that with how unsurprising it is to save money by switching to Geico.

An annoyed Ice T eventually chiming in with indignation is definitely the highlight of the effort, and helps elevate what otherwise may have been a fairly stale joke above its “Marco Polo” predecessor. The campaign remains a one-trick pony but then that’s sort of The Martin Agency’s whole approach for the client, allowing the agency to riff on a single joke that viewers come to expect and anticipate. For now, “It’s Not Surprising” still seems to have some life in it, but it doesn’t seem like it will take very long for the premise to run thin.

In addition to the broadcast spot, there’s also a “The Art of the Squeeze with Ice T,” featuring about four times as much Ice T, as well as a “Behind the Scenes” video.

Agency: The Martin Agency
Chief Creative Officer: Joe Alexander
Group Creative Director: Steve Bassett
Group Creative Director: Wade Alger
Creative Director: Sean Riley
Art Director: Jesse Mitchell
Senior Copywriter: Ken Marcus
Copywriter: Ryan Durr
Executive Producer: Brett Alexander
Broadcast Producer: Brian Camp
Associate Broadcast Producer: Coleman Sweeney
Junior Broadcast Producer: Sara Montgomery
Account Director: Ben Creasey
Account Supervisor: Allison Hensley
Account Executive: Jon Glomb
Account Coordinator: Allie Waller
Business Affairs Supervisor: Suzanne Wieringo
Financial Account Supervisor: Monica Cox
Senior Production Business Manager: Amy Trenz
Project Manager: Karen McEwen
Production Company: RadicalMedia
Director: Steve Miller
Executive Producer: Gregg Carlesimo
Head of Production: Frank Dituri
Editorial Company: Running With Scissors
Editor: Drew Neuhart
Executive Producer: Brian Creech
Producer: Katherine Brackman
Color: Drew Neuhart
Stock Music: Lulatone