Teens in Horror Movie Make the Stupidest Decisions in Amusing Geico Ad

'It's what you do,' says new campaign

Geico introduces its latest advertising theme, "It's what you do," in this amusing horror-movie sendup from The Martin Agency that breaks just in time for Halloween.

Much like the insurer's "Did you know?” commercials, and the ads featuring Maxwell the pig and Caleb the hump-day camel, "It's what you do" espouses the wisdom of switching to Geico in order to save money. Some other things people do aren't nearly so clever.

For example, teens in scary films are famous for making bad choices that significantly increase their peril. That's just "what they do." Here, a bunch of numbskulls on the run from a murderous maniac look for a hiding place—and consider an attic, a basement, a spooky running car and a garage crammed full of chainsaws.

When one girl suggests hightailing it to the cemetery, that actually seems like a smart idea, because this clueless crew will probably wind up dead anyway.


Client: Geico

Vice President, Marketing: Ted Ward

Manager, Broadcast Production and Agency Relations: Amy Hooks

Marketing Planner: Amy Ruddell

Marketing Coordinators: Katherine Kalec, Tom Perlozzo

Agency: The Martin Agency

Chief Creative Officer: Joe Alexander

Senior Vice Presidents, Group Creative Directors: Steve Bassett, Wade Alger

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

Senior Copywriter: Ken Marcus

Vice President, Agency Executive Broadcast Producer: Molly Schaaf

Bid, Prep, Shoot, Edit Producer: Alex Scheer-Payne

Visual Effects, Finishing Producer: Sam Tucker

Agency Junior Producer: Emily Taylor

Business Affairs Supervisor: Suzanne Wieringo

Senior Integrated Production Business Manager: Amy Trenz

Vice President, Group Account Director: Brad Higdon

Account Supervisor: Parker Collins

Account Executive: Meg Ingraham

Senior Project Manager: Jason Ray

Production Company: Hungry Man

Director: Wayne McClammy

Director of Photography: Bryan Newman

Executive Producer Mino Jarjoura

Producer: Nate Young

Editing Company: Mackenzie Cutler

Editor: Ian MacKenzie

Assistant Editor: Nick Divers

Executive Producer: Sasha Hirschfield

Editorial Producer: Evan Meeker

Telecine: The Mill

Colorist: Fergus McCall

Audio Post Company: Rainmaker Studios

Engineer: Jeff McManus

Horror Movie:

Conform: Running With Scissors

Conform Artist: Chris Hagen

Executive Producer: Scott Friske 

Producer: DeeDee Ray

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@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.