GEICO unveils new brand platform
It Feels Good to GEICO was created in partnership with The Martin Agency.
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The new platform shifts to emotional value built on both connections and relationships.
In a category that speaks almost entirely about savings, GEICO is focusing in on value as something you feel, not something you calculate. “It Feels Good to GEICO” challenges the habits that has often defined how people choose their insurance. The platform, created in partnership with The Martin Agency, launches with two creative extensions.
The Gecko returns in his most relatable form, a sharp yet empathetic challenger of the funny mindless, habitual behavior that plagues the insurance category/that keeps us from making better choices. Directed by Maggie Carey and captured in striking anamorphic form from the Gecko’s seven-inch point of view.
Rooted in the notion that exceptional service is not exclusive. Whether you are a Super Bowl champion like A.J. Brown and Emmitt Smith (both real GEICO policyholders) or a regular driver, GEICO treats everyone like a star. It’s a simple truth that reinforces that everyone deserves to feel valued.
Additional work is set to go live throughout the month … into early 2026. Beyond advertising, “It Feels Good to GEICO” is an idea designed to transform both the organisation and the insurance category at large. It challenges the mindless habits that often define how people choose their insurance and serves as a call to action for the industry to put the focus back where it belongs: on people.
