Ad of the Day: Geico Expands Its Brocabulary to Sell Brotastic Brosurance

Martin spins off 'Flextacular' spot into '80s-style bonus clips

Bro bro bro bro BRO! That word will be lodged in your brain but good thanks to its unholy repetition in The Martin Agency's latest work for Geico.

A 30-second "Flextacular" spot presents two dead-eyed dudes who pump iron and discuss how switching to Geico can save you money on insurance. They pepper their patter with words and phrases like "brofessor," "brotein shake" and "Teddy Brosevelt." 

Political humor—cool! ("Teddy Brosevelt" was our 26th president, after all.) 

Folks who can't get enough might want to check out a companion series of short "Brocabulary" clips—with retro music and grainy VHS effects that are more distracting than endearing (check out the YouTube playlist below). Or you can order T-shirts that show "Brosevelt," "Edgar Allan Bro" and others lifting weights. 

The whole "bro" thing feels a bit played out—Organic Valley's great "Save the Bros" campaign was a year ago now—but the agency believes the approach is timeless enough to connect. If nothing else, the creative team deserves kudos for tossing out restraint and indulging in gratuitous goofiness. 

Martin has been expanding Geico's reach of late by adding online content to what would normally have been one-off commercials. For example, last month's "Spy" spot, part of the long-running "It's What You Do" campaign, launched with a series of "Momversation" clips that extended the scenario online. 

"We look for 'extra content' opportunities where they make sense," group creative director Steve Bassett tells Adweek. "If we feel a particular spot has a social hook just waiting to be unleashed, we jump on it. It's not a new strategy for Geico. From the Cavemen to the Ickey Shuffle to Caleb the Camel, when an idea has the potential to spark something special on social media, we stand by with very big blankets ready to fan the flames."

Talk about bromide for the masses! (Extra points for using a real word.)

CREDITS

Client: Geico

Agency: The Martin Agency

Chief Creative Officer: Joe Alexander

Group Creative Director: Steve Bassett

Group Creative Director: Wade Alger

Creative Director: Neel Williams

Associate Creative Director: Justin Harris

Executive Producer: Brett Alexander

Broadcast Producer: Brian Camp

Junior Broadcast Producer: Coleman Sweeney

Group Account Director: Brad Higdon

Account Supervisor: Josh Lybarger

Account Executive: Allison Hensley

Account Coordinator: Allie Waller

Business Affairs Supervisor: Suzanne Wieringo

Financial Account Supervisor: Monica Cox

Senior Production Business Manager: Amy Trenz

Vice President, Marketing: Ted Ward

Director, Marketing Media Advertising: Bill Brower

Sr. Mgr., Broadcast, Outdoor, Print & Sports Marketing: Melissa Halicy

Marketing Supervisor: Mike Grant

Marketing Buyer: Tom Perlozzo

Marketing Buyer: Brighid Griffin

Marketing Coordinator: Julia Nass

Senior Project Manager: Jason Ray

Project Manager: Stephanie Burdette

Production Company: Dummy

Director: Harold Einstein

Director of Photography: Ramsey Nickell

Executive Producer/Line Producer: Eric Liney

Production Designer: Patrick Lumb

Editorial Company: Arcade

Editor: Dave Anderson

Assistant Editor: Andrew Balasia

Managing Partner/EP: Sila Soyer

Producer: Gavin Carroll

Editorial Company: Running With Scissors

Assistant Editor: Drew Neuhart

Telecine: The Mill

Colorist: Greg Reese

Animation/VFX: The Mill

Producer: Colin Blaney

2D lead: Keith Sullivan, Jeff Butler

Audio Post Company: Rainmaker Studios

Engineer/Mixer: Jeff McManus