Ad of the Day: Geico’s Camel Is Obsessed With a Different Day

Martin's fun new cinema spot

Geico's advertising from The Martin Agency is consistently funny, but the company rarely has a giant viral hit. That changed this summer, though—and the big winner wasn't a gecko, a caveman or a pig. It was a camel.

The insurer's "Hump Day" spot, which broke in May, has earned 15 million YouTube views, more than every other current video on Geico's YouTube channel combined. (The ad also has the obvious though still peculiar distinction of being shared on Wednesdays vastly more than any other day.)

Given the success, it's not surprising Geico and Martin are trotting out the motormouthed mammal once again, in one of two amusing new cinema spots urging people to silence their cellphones.

The camel—who is named Caleb, apparently—is in fine form as he patrols the aisles of a movie theater in the new 40-second spot, munching on people's popcorn and loudly looking for people who are talking on their phones. (In fact, Caleb is the most obnoxious creature in the room, but let's ignore that.) In the end, he spots co-worker Mike (aka, "Mike Mike Mike Mike Mike") from the original spot and convinces him to end his phone call, since the movie is starting.

The second of the two spots stars the gecko, the longtime Geico mascot, and plays off the vintage "Let's all go to the lobby" singing-concessions video from the 1950s. This is hardly the first parody of that old classic, but it's a good one, as the snacks all get on their phones when they're off camera—and get a light admonishment from the gecko as a result.

The new spots are part of a deal brokered by Horizon Media with NCM and Screenvision. It includes cinema-lobby advertising.

CREDITS

Client: Geico

—Spot: "Camel Cinema"

Client Credits: Geico

Vice President, Marketing: Ted Ward

Manager, Broadcast Production and Agency Relations: Amy Hooks

Marketing Planner: Amy Ruddell

Marketing Coordinators: Tom Perlozzo, Katherine Kalec

Agency: The Martin Agency, Richmond, Va.

Chief Creative Officer: Joe Alexander

Senior Vice President, Group Creative Director: Steve Bassett

Vice President, Creative Director: Wade Alger

Senior Vice President, Art Director, Creative Director: Sean Riley

Senior Copywriter: Ken Marcus

Vice President, Agency Executive Broadcast Producer: Molly Souter

Agency Producer: Samantha Tucker

Agency Junior Producer: Emily Taylor

Business Affairs Supervisor: Suzanne Wieringo

Production Business Manager: Amy Trenz

Vice President, Group Account Director: Brad Higdon

Account Supervisor Parker Collins

Account Coordinator: Allison Hensley

Project Manager: Emily Masters

Production Company: Hungry Man

Director: Wayne McClammy

Director of Photography: Giles Dunning

Executive Producer, Managing Partner: Kevin Byrne

Executive Producer, Director of Sales: Dan Duffy

Executive Producer: Mino Jarjoura

Producer: Rachel Curl

Production Supervisor: Colette Findley

Editing Company: Makenzie Cutler

Editor: Dave Koza

Assistant Editor: Patrick Blumer

Editorial Producer: Evan Meeker

Visual Effects: The Mill

Executive Producer: Jared Yeater

Producer: Colin Blaney

Visual Effects Supervisor: John Leonti

2-D Lead Artist: Randy McEntee

3-D Lead Artist: Jeff Lopez

3-D Artists: Ajit Menon, Cody Chen, Justin Burton, Sam Crees, Sandor Toledo, Sean Curran

Colorist: Fergus McCall

Audio Post, Sound Design: Rainmaker Studios

Engineer: Jeff McManus

Media: Horizon Media

—Spot: "Lobby"

Client Credits: Geico

Vice President, Marketing: Ted Ward

Manager, Broadcast Production and Agency Relations: Amy Hooks

Marketing Planner: Amy Ruddell

Marketing Coordinators: Tom Perlozzo, Katherine Kalec

Agency: The Martin Agency, Richmond, Va.

Chief Creative Officer: Joe Alexander

Senior Vice President, Group Creative Director: Steve Bassett