Here's something you've probably realized subconsciously about Geico ads without ever thinking about it directly: They really do right by the stars that are in them.
While there are plenty of non-celeb Geico ads of note starring a certain gecko, a camel and some cavemen, the insurer (via creative partner The Martin Agency) also has frequently featured musicians and actors with some retro appeal.
Because each celebrity is encouraged to use their own wardrobe and embrace their style, the Geico spots—even when hilariously weird and self-effacing—feel authentic and respectful in a certain way. The stars are at the center of the joke, but rarely the butt of it.
That was a big selling point for Atlanta rap duo Tag Team, who were approached late last year to be in a spot. They looked back at how the brand had treated musical icons like Ice-T and Little Richard and felt confident their style as performers would come across in the ad.
The resulting spot, which turns their 1993 classic "Whoomp! (There It Is)" into the theme of an ice cream party, is one of Geico's best in a good while. And while "Whoomp" has remained a fixture of Hollywood movies and sporting events for 30 years, Geico was the first to ever invite Tag Team to appear front and center.
I recently caught up with Tag Team—DC The Brain Supreme and Steve Roll'n—for a fascinating chat about their careers, the story behind this ad and why they've never been discouraged about being a "one-hit wonder."
Check out the spot and my conversation with Tag Team on Adweek.
What band, artist or song do you want to see a major advertiser bring back with this level of visibility? Let me know at the email below or come find me at @Griner on Twitter.
Wishing you a weekend of shaka-laka-shaka-laka shaka-laka shaka,
David Griner
Creative and Innovation Editor, Adweek
[email protected]
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