GEICO Releases Mock Doc 'Legend of the Lizard' Ahead of the Super Bowl
by Jordan P. Kelley, Content Director, BrandStorytelling
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If you've been paying attention to GEICO ads for the last few months, you may have noticed that the insurance company has been hinting at the arrival of something bigger than their traditional 30-second spots. The GEICO Caveman made his return debut in December, and in January they teased a potential GEICO-centered documentary. Now, days before the Super Bowl, GEICO has released a 15-minute documentary that features "unaired footage" and "never-before-seen interviews" all centered on one of its most beloved characters - the GEICO Gecko.
Viewers will get a peek behind the curtain of the famous GEICO Gecko's upbringing and journey to becoming the GEICO legend that he is in the film, titled “Legend of the Lizard.” The release includes special appearances and interviews from the Gecko’s best friend, his high school Coach, co-workers, and some fun easter eggs, including cameos from GEICO’s legendary “Hump Day” commercial, and of course, The Caveman himself.
The campaign is directed by David Shafei of World War Seven. On directing the documentary, David said: “The Gecko is really one of the greats. Stylistically, we were lampooning popular prestige documentaries, but ‘Legend of the Lizard’ wound up being surprisingly moving. It explores his humble small-town beginnings as an insurance prodigy and the community that continues to support him and really fleshed out a backstory to this legendary character. GEICO commercials themselves are legendary - we even pay homage to some of them in this ‘documentary’ - so helming this fifteen-minute tribute was an honor.”
The film launched today on YouTube and TikTok and will be supported by four 30-second spots that will run during the Super Bowl pre-show. Check out the 30-second spots below:
GEICO (Government Employees Insurance Company), the third-largest auto insurer in the U.S., was founded in 1936 and insures more than 27 million vehicles in all 50 states and the District of Columbia. A member of the Berkshire Hathaway family of companies, GEICO employs more than 38,000 associates countrywide. GEICO constantly strives to make lives better by protecting people against unexpected events while saving them money and providing an outstanding customer experience. Along with personal auto insurance, commercial auto and personal umbrella coverages are also available. Homeowners, renters, condo, flood, identity theft, term life, and more coverages are written through non-affiliated insurance companies and are secured through the GEICO Insurance Agency, LLC. Visit geico.com for a quote or to learn more.