GEICO Launches ‘It Feels Good to GEICO’ Brand Platform

GEICO’s new creative platform, ‘It Feels Good to GEICO’ launched today, with The Martin Agency delivering a fresh slate of work featuring star footballers and The Gecko.

A new platform that prioritises emotional value, connection and relationship building, GEICO has honed in on the idea of value as something you feel, not something that you calculate, with ‘It Feels Good to GEICO’ challenging consumer habits towards choosing the right insurance.

“GEICO has been a category disruptor from the start. In 1936, we pioneered the direct-to-consumer model, making insurance more accessible and affordable for millions of Americans. Since then, we’ve helped people save money and get more value from their insurance company. Now, we’re shifting from value as a transaction to value as a feeling,” explains Tom Perlozzo, GEICO’s senior director of marketing brand and creative, speaking with LBB.

“Why the shift?” He continues, “Insurance has become increasingly transactional. And the data is clear, people are shopping more than ever. ‘It Feels Good to GEICO’ is our answer to that demand. We’re closing the emotional gap in the category, offering not just competitive prices, but real, human value. Value you can feel.”

Value has been part of GEICO’s story all along, explains Sialoren Spaulding, senior director of marketing brand and creative. “But today,” she adds, “value goes beyond price. It means feeling seen, supported, and valued. So, we’re building on our legacy by shifting to something even more powerful: a brand that makes you feel valued across every touchpoint. Whether it’s for Auto, Home, Motorcycle, or any number of reasons, people choose GEICO for their insurance needs. We’re reinforcing a simple point: It should feel good to be with your insurance company. And with GEICO, it does.”

The campaign takes two directions, the first, ‘We All Do It’, offers a relatable insight into the habitual behaviour that plagues the insurance category – all through the eyes of The Gecko. Bringing his trademark wit and sharp tongue to the campaign directed by Maggie Carey, his seven-inch high presence packs a punch whilst delivering a laugh.

“The key is humanity and authenticity. In this work, The Gecko gently pokes fun at things we all do, and we’re leaning into his observations about humans,” Sialoren explains. “The films are literally shot from his perspective. But even when he’s rolling his eyes a bit, it’s always done as a curious observer, with loads of empathy. The other key is just nailing his dry tone and British witticisms. We often invite Jake Wood [Eastenders], who provides The Gecko’s voice, to improv a bit, adding stammers and asides so the copy feels more real, and we think the warmth really comes through.”

The second leg of ‘It’s Good to GEICO’ leans into the influence of sports stars, to prove that exceptional service is not dependent on if you’re a Super Bowl champion and real policy holder like A.J. Brown and Emmitt Smith or a regular driver.

Tom explains, “We tapped into sports stars, football stars in this case, as they are perceived by the general public as famous, wealthy, and elite: the kinds of people who get exceptional treatment because of their status. And as GEICO customers, they do get that exceptional treatment, and so can you. Because with GEICO, ‘star treatment’ isn’t exclusive. No matter who you are, you'll receive the same outstanding service from GEICO.”

The campaign aims to help GEICO stand out in a category that can overlook the human aspect to insurance coverage, demonstrating what value really means to people on a real, day-to-day level. “Value has always been at the heart of GEICO. But today, value means more than just saving money,” Tom adds. “It’s about what those savings – and the service behind them – mean to people: the ease of knowing things are taken care of, the confidence that you’re protected, and the reassurance that you’re treated like a person.”

“We’re taking value beyond the numbers and turning it into something you can actually feel,” adds Sialoren, “because when insurance does what it’s supposed to - when it’s affordable, easy, and genuinely human - it just feels good.

“We’re giving people more reasons to feel good about being with GEICO - not just reasons to shop for it. That balance of savings and sincerity is what makes us stand out in a category that sometimes overlooks the human side of the equation.”