I began my research with which ad commercials most appeal to me on television, and found that the Martin Agency has created several of the campaigns I like most. They have produced the latest commercials for Geico's "It's What You Do" campaign. You can view their collection of commercials from the campaign here:
http://www.martinagency.com/collection/its_what_you_do
The first commercial shows a scene of a typical horror movie and "what you do" in the scare situations. They bring the tag back to parallel with the Geico slogan, "Switch to Geico, it's what you do." This appeals to me because I like to see that the ad is responding to how I already see horror movies. I see them as predictable and always knowing what the characters will do to put themselves in a more dangerous situation. The ad using a sort of play on that knowledge and creates a nice parody of it.
The second video in the collection is the Geico "Push It" commercial. I resonate most with this one because of the Salt N Peppa star appeal. Such a wide audience can remember back to the their famous "Push It" song and have an almost nostalgic feeling from the beginnings of hip hop. They show examples in the show where one would "push it" using a door or a lawnmower. The commercial brings the end back with the "It's what you do" tagline for Geico.
The last video in the collection is the "Camel" commercial. I love this commercial so much because it's a continuation of the camel series they shot previously and a play off it's reversal. The previous ad shows the camels coming into the office disrupting the employees with how happy they are about hump day. The newest commercial shows the revenge that people get back at the camel's home, or zoo, badgering them about what day it is. The camels have to stand there and take it all in because "it's what you do." This was a great ad campaign because it ties into the people who are sort of "branded" to Geico and if you know their work, you know their brand. If you don't know their brand, then "switch to Geico, it's what you do."
Another campaign they've done that I liked is the "It Takes Ahoy" campaign for Chips Ahoy. You can view their collection of short clips here:
http://www.martinagency.com/collection/it_takes_ahoy
The campaign is centered around a kind of rebellion in the Chips Ahoy cookies. It is trying to show that they take risks and push the boundaries more than any other cookie brands. One scene shows the cookies having an almost competition-like brain freeze to transform into another flavor cookie. Another clip shows a cookie rebelliously moving a "do not disturb" sign. All to reinforce the line that "it takes Ahoy" to push all rules aside.
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