Thursday, January 19, 2012

The mindless production of stunningly creative advertising

I think I missed something.

The Martin Agency is one hot-shot agency indeed. But I don't get this at all.

Agency: "So here's our idea. Pig flies down a zip line. Comes even with a human who looks at him in surprise. Pig says 'Pure. Adrenaline'. And that ladies and gentlemen, is how we're going to sell insurance."

OK, I will admit that I am perhaps tragically unhip at this point of my life (although I'm still a real looker with a firm handshake and a quick wit), but I don't get it. Not at all.

I can't shake the feeling that there is some joke going on here that I'm not in on. But then, are all Geico prospects in on it? Several years ago, I wrote a piece for our web site entitled, well . . same as this post. And maybe it's time to revisit the subject.

Don't get me wrong. This is a very creative spot. Babe was a very creative movie too. And neither one of them is going to get me to buy Geico insurance.

You get the feeling sometimes that the really good, really creative agencies lose control of themselves. And the clients figure, "Well, these guys did come up with that gecko thing, so they must know what the hell they are doing. But I gotta tell you Bob, I don't get it."

"I don't either Rod. I don't either."

My guess is that at the meeting when this thing was presented after all laughter died down, nobody had the balls to speak up and say "OK, it's funny as hell. Pig on zip line. So fucking what?"


Kim said...

It's a continuation of their "wee wee wee all the way home" ad for a few months ago. Doesn't mean it's not stupid--and most people don't get the connection--but there it is.

Woody Hinkle said...

Now I hate it even more. I simply detest that campaign with Jerry Lambert.

will write for beer said...

i got the connection. but i'm in the biz.

Rebecca said...

I have no recollection of the "wee wee wee" ad, but I see the new "pig" ad all the time. Each time I see it, I think to myself, "this was a HUGE waste of the client's money and my time."

I used to admire Geico's ads b/c they had a singular message, a strong brand position, and clever, relevant jokes.

In the last year, I think they (and The Martin Agency) have simply jumped the shark.