Commercials that do not Promote their Products

I always find it interesting that certain advertisements can have little or nothing to do with its product, but can still be an effective way to promote a certain product or service.  Take this particular Geiko commercial.  The famous gecko that has appeared in numerous Geiko adds is seen resting on an inflatable raft in the water while holding hands with an otter.  The scene is probably taking place in a zoo because the water is unusualy clear.  You can also see cement walls and hear only lookers talking about how cute the gecko and otter are.   This commerical presents a cute and funny scene but has nothing to do with car insurance.

 

The gecko represents Geiko but other than gecko sounding like Geiko, the gecko does not even have anything to do with Geiko car insurance.  But that does not matter.  People will still talk about the Geicko commerical that they found to be so funny.  Since that computer generated gecko is so synonimous with Geicko, people will watch that commercial and think of the money saving Geicko Auto insurance company.  And since the commerical is unsusual, funny, and cute viewers will tell their friends about the commercial.

 

The Geicko company would be wise to make more of these out of the box advertisements.  People enjoy watching commericals that are funny and less promotional.  If a company has a strong branding symbol then it can use that symbol in various advertising forms that have nothing to with the companies product or service.  Customers will still think of the company that the symbol is representing.  Geicko will be leveraging the power of their computer generated gecko for as long as they can.  

You can watch the commercial here:

http://www.youtube.com/watch?v=x-YJbyOEeL0

  • Post Info

  • Posted by: Zachary B
  • Posted on: Saturday, April 18th, 2009
  • Category: News