Geico Uses Its (Cone)head

NEW YORK It’s the latest thing in advertising, so leave it to Geico to take the idea of consumer-generated media to a whole new low. Obviously, the image of homemade video resonates with viewers, so for this new minicampaign (to run concurrently with the Gecko and Cavemen), The Martin Agency secured the rights to actual viral video clips already running on sites such as YouTube, MySpace and Facebook. Indeed, there’s so much lame, sad or downright banal stuff to trawl through on these sites, it’s easy to get lost in the personal muck. And as you’ll see from the spot above, spending even 15 seconds watching some strange guy inside a cone juggling brightly colored balls is not only brain-deadening, but also represents 15 seconds of your life that you’ll never get back. This new sense of urgency fits neatly into the insurance brand’s core strategy (“Fifteen minutes could save you 15 percent or more on car insurance”). Compared with watching a cone guy juggle, the idea of clicking over to Geico seems almost interesting—and possibly more productive than watching cats yodel.