Geico has brought back its beloved Gecko in a new commercial campaign featuring NFL stars A.J. Brown and Emmitt Smith. In this entertaining ad, A.J. Brown expresses his frustrations with the Philadelphia Eagles’ offense, humorously translating his emotions with help from a translator. His catchphrase, “I manifest … and then, boom!” highlights the playful approach that Geico takes in promoting its insurance services while also resonating with sports fans.
Dustin Dodd, the creative director for The Martin Agency, which designed the campaign, remarked on Brown’s willingness to adapt and his potential for humor, teasing the idea of how much faster he could have run on a treadmill. This clever wordplay aligns perfectly with Geico’s lighthearted branding.
In another segment of the campaign, Emmitt Smith, the NFL’s all-time rushing leader, showcases his dance skills, declaring, “This fox had to trot … like 5, 6, 7, 8, 900.” This lively performance serves as an amusing nod to insurance policies and coverage while allowing Smith to flaunt his fun side.
Both athletes are actual Geico customers, adding an authentic touch to the commercial. The Gecko also returns in separate segments, maintaining his charm and humor, directed by Matt Aselton for the football-themed clips and Maggie Carey for the Gecko spots.
As the sports marketing landscape evolves, the anticipation builds for the upcoming 2025 Clio Sports Awards, where creative talent in the industry will be celebrated. The event will be hosted by ESPN’s Katie Feeney, and tickets are now available for those looking to honor the best in the field.
This campaign not only highlights the personalities of the football stars but also reinforces the playful brand image that Geico has cultivated over the years, proving that insurance can indeed have a sense of humor.