'It Feels Good to GEICO:' Key Findings
- The campaign features the Gecko alongside NFL legends Emmitt Smith and A.J. Brown to show that every policyholder gets the same level of care.
- Created with The Martin Agency, the ad series shifts the message from cost savings to how the brand makes customers feel.
- The work signals GEICO’s push toward empathy and service, moving the brand beyond a price-focused category.
The fight for attention in insurance is getting tougher, and GEICO is returning to the humor that made its ads hard to forget.
The new “It Feels Good to GEICO” series continues this tradition with a more relaxed, feel-good tone.
Developed by The Martin Agency, the brand's long-time creative partner, the campaign features NFL legends Emmitt Smith, A.J. Brown, and its iconic mascot, Gecko.
The new videos shift the brand’s signature humor toward a more human tone, showing value in the way customers experience it.
The main goal is to emphasize that the same high-quality service and attention are available to all policyholders, from first-time drivers to sports stars.
The series debuted nationally and locally on November 15 across various channels.
GEICO Finds the Feeling Behind Everyday Habits
The new creative series features four new spots across two distinct extensions, all designed to translate GEICO’s value proposition into positive feelings.
- "Wishes | We All Do It:" The catchy ad links the coin-toss habit directly to GEICO's "saving cash" proposition, gaining 5.1 million views on YouTube in 6 days.
- "Talking To Players | We All Do It:" This video, with 4.2 million views, captures the relatable habit of fans shouting at unhearing athletes.
- "Star Treatment | Emmitt & Emma:" Smith, an actual customer, showed he saved over $900, showing how the service assures high returns for every customer.
- "Star Treatment | A.J. & C.J.:" Brown chose GEICO for its 24/7 support, and the “always open” message shows that round-the-clock help is the real A-list perk.
The tone stays light and funny, using familiar faces to draw people in while keeping the emotional message easy to follow.
The Martin Agency and GEICO have worked together since 1994, a long-running partnership that gives the brand the creative consistency it needs to evolve.
The agency’s recent work for Cinnamon Toast Crunch, for instance, showed its ability to connect with Gen Z.
And that same instinct helps GEICO keep its Gecko and humor fresh while shaping the message for today’s consumers.
Gaining Traction Where Interest Is Thin
GEICO’s latest ad series highlights three practical lessons for brands competing in low-interest categories:
- Lead with emotion. Center the message on relief, confidence, and other feelings that matter to customers.
- Refresh familiar assets. Use established brand elements to carry new ideas in a way that feels natural and consistent with the brand’s history.
- Show real proof. Feature recognizable customers to give the message credibility and make the value feel authentic.
The work reinforces that even in a data-heavy category like insurance, the strongest point of differentiation comes from how a brand makes people feel.
Our Take: Can Insurance Drive Emotional Resonance?
I think it can, and GEICO proves that emotional connection and practical value work best when they show up together.
The mix of humor, Gecko’s personality, and real customers like NFL stars makes the message feel more relatable and credible.
Showing that everyday policyholders and high-profile names receive the same experience builds loyalty and trust while keeping the work entertaining.
State Farm has also taken a similar path with its recent NFL campaign featuring Patrick Mahomes and Derrick Henry.
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