Geico ads answer questions with questions

Does Geico try a new direction in four new spots from The Martin Agency breaking Monday? Oh yes, indeed. Check them out above. The spots begin with a guy asking the same question—"Could switching to Geico really save you 15 percent or more on car insurance"—which he then answers by asking other questions with obvious answers, like "Is Ed 'Too Tall Jones too tall?" and "Does Charlie Daniels play a mean fiddle?" Apparently, the brand's not targeting twentysomethings here, since most folks under 35 won't remember who Ed "Too Tall" Jones is. In fact, most folks over 35 will probably have to Google. Is the new approach more appealing than Geico's googly-eyed wad of Kash or the talking tree limb and fender? Marginally, yes. Still, with instantly recognizable icons like the gecko and cavemen in its ad arsenal, this new tactic seems questionable.

—Posted by David Gianatasio