At GEICO headquarters in Macon, Georgia, two advertising executives are meeting with top GEICO executives in a glass-walled conference room to discuss a new ad campaign.
Okay gentlemen, I think we're ready for your presentation. We've really been looking forward to this. That whole caveman campaign was a thing of beauty.
Well, thank you for that, and thank you for the opportunity to speak with you today. We think we've come up with a campaign that's just as
Is that a fern in the corner? I'm sorry? I asked if that was a fern in the - YOW! Yes, that is a fern in the corner. Forgive me, I forgot to introduce my associate, the Googly-Eyes Gardener. Ferns are very untrustworthy plants. They don't have pricklers like cactuses, but what if they all ganged up and tried to choke you in your sleep? I'm sorry, but I don't follow... It's probably not going to happen, but what if it did? What do you think your last thought would be? Mine would be, "I always knew." Just a second. [puts googly eyes on fern in corner of conference room] There. Now I can make eye contact with the fern. Go ahead with the presentation, Don. Right. As I was saying, we think we have come up with an ad campaign that is just as simple, just as creative, and just as effective as the caveman spots. You know how we have emphasized the savings many consumers can get with GEICO insurance?
Yes, we've always said you can save 15% or more.
Right, and the 15% or more line is great. But our research shows people need a visual representation of that. Percentages are an abstraction. Consumers need to see the money they could be saving.
I don't know where you're going with this.
Well, what if we made the money the star of the commercial?
[Throws a small stack of cash onto the table]
YOW!
Not now, Googly Eyes Gardener Well, it's just that you should never trust a stack of currency. It's green, like a plant, and it can also gang up and choke you. Here, if I may.
[Puts googly eyes on stack of money]
There, it's much better.
Yes it is! It's brilliant! Draper, you magnificent bastard, you've done it again! Um...yes, yes, that's exactly my point. We'll call it "Kash," and it will show up in random places to remind people how much they can save with Geico. Then we'll get a techno version of Rockwell's classic hit "Somebody's Watching Me" to play in the background, and you have an ad campaign.
Meanwhile, in the hallway outside the conference room
On your right are the bathrooms I don't know why I'm giving you such a comprehensive tour, since you're only working in the call center, but I guess we've already come this far. Just let me know if you have any questions, Mr. Douglas.
City Boyz 4 life OK...oh, on the left is one of our conference rooms. The CEO is currently talking with some advertising executives about our newest ad campaign. [Looks into conference room] ...
... [Barges into conference room] Maybe we could run the ad during...um, excuse me? Can I help you? CITY BOY GOTS TO EAT! YOW! NOOOOOOO!
Maybe we should just stick with the cavemen. Yeah, that's probably wise.