Geico is dumb

So, while I was out and about over lunch trying to get parts to solve my Mac problems (see previous post), I got to hear an add for Geico. Lest you think I only call stupid on politicians and their ilk, here is the substance of the Geico advertisement:

Their cockney speaking spokeslizard (apparently Gecko and Geico are similar enough that someone thought it would be cute to have a spokeslizard) is apparently visiting an automobile repair shop. The advertisement begins with the lizard talking to the mechanic and it quickly becomes apparent that the lizard knows nothing about cars. Then the lizard tells the mechanic all about the wonderful money saving pot-o'-gold that is a Geico insurance policy. The add ends with the mechanic asking the lizard to hand him a Phillip's head to which the lizard responds by asking what Phillip did to the mechanic. The mechanic explains that a Phillip's head is a type of screwdriver to which explanation the lizard remains skeptical.

Humor has a place in advertising without a doubt; it often adds the spark to the advertisement which is the difference between memorable and forgotten. Superbowl advertisements would not be the same without it. Yet, it is a delicate tool and ought to be applied with a little foresight; something which this Geico advertisement's creators failed to realize.

Consider that at both the beginning and the end of the advertisement, we have the lizard, call him Larry from here on, exhibiting for all the world his lack of knowledge and possilbly his general stupidity. Moreover, Larry tries to overcome his lack of knowledge by talking knowingly about the same subject and thus displaying his ignorance to the audience all of whom know Larry is talking shit. My father has an expression which, over the years, he has often used in my direction: It is better to be silent and thought a fool than open your mouth and prove it. By the first third of the Geico advertisement we have established that Larry knows little, at least about things related to automobiles and, more importantly, that Larry will try to talk knowledgeably about things about which he is clueless. We've all met people like that and we all know that the more clueless they are, the more assertive they talk. We also know not to take their word for anything. Having established that Larry doesn't know dick no matter how authoritative he sounds, the commercial then has Larry launch into his sale pitch where he tells us all about the wonders of Geico and why we would want them to be our insurer.

Query: Why would we even consider listening to Larry who has already been shown to be a bullshitter and fool?

As if that is not enough, the advertisement closes on the same theme as it began with Larry once more attempting to prove himself knowledgable and falling on his face because he doesn't know a Phillip's head is a type of screw. Of course this only reinforces the message that Larry's pro-Geico message is probably ill considered and rendered without understanding.

Other than the fact that I will remember this message because it was so bloody stupid, I can't see one reason why anyone would put it on the air. Every time it plays, the only thing you are communicating is that Larry is stupid, people who take Larry's advice are stupider, and the people who chose this message for Larry to deliver are the stupidest gits of all.

It reminds of the several months circa 2000 when you would see truck driving up and down the highway, proudly emblazoned with their corporate names followed by, "An FedEx company" showing that a certain package company had hired the folks who write stereo instructions to label their fleet. But, I digress....