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Geico Takes Famous Gecko From TV Ads to Digital Documentary
Geico has created a 14-minute faux documentary about its famous ad character, the Gecko (and its famous Caveman appears, too)
Geico on Thursday will unveil “Legend of the Lizard,” a 15-minute documentary on the character’s (fictional) childhood and origins, giving consumers new insight into the animated figure that has since 2000 urged TV viewers to make a quick call to get various kinds of insurance. Indeed, Geico will show a truncated version of the documentary across four 30-second ads that appear during CBS ’ pre-game coverage of Super Bowl LVIII on Sunday in a bid to get people to seek out the longform counterpart. Now Geico’s many characters — the company has unveiled many figures and scenarios over the years — must vie with Progressive’s Flo and an assemblage built around her; Allstate’s Mayhem; State Farm’s Jake; and a horde of advertising players from Liberty Mutual and Farmers’ Insurance.
Or read this on Variety