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.
CREDITS
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
