So it seems everywhere I turn, I see a Geico commercial. And hey, they’re funny. I’ll admit it. And I don’t like to admit things, especially positive things about large corporations.
But that’s not the end of the story. That’s just the human in me laughing when something in front of me is humorous.
They’ve got those series of ads on TV that if you’re X, it’s what you do. If you want to save 15% or more on car insurance, you switch to Geico, it’s what you do.
For example, they ran a Peter Pan one into the ground, with a forever young Pan showing up to his high school reunion, much to the chagrin of his now much older classmates.
Then there’s the one about all Moms, who tend to call you at the most inopportune times…in this case, while the son is in a gun battle but still reluctantly takes the time to pick up the call. It is, after all, his mother. Oh, and she has nothing important to tell her son, just chit chat.
The most recent Geico ad I’ve seen involves two “bros” working out at the gym. As they banter, using their Brocabulary, one bro keeps getting more and more ripped until he’s the size of Arnold of old.
In this particular ad, they highlight the fact that Geico does more than just car insurance, with mentions of renters insurance and motorcycle and RV insurance. Interestingly, they don’t mention their agency-issued home insurance.
I noticed a new tagline on this one: “Expect great savings and a whole lot more.”
Again, it’s funny and I’m sure it really speaks to a lot of the young bros out there who happen to need car insurance, or another one of their toys.
What Does Geico Actually Sell?
Here’s what struck me though. Geico doesn’t make any effort to discuss the actual product you will receive, nor highlight their many discounts.
Unlike most other insurers, which have recently taken the time to start explaining their policy coverage, take Liberty Mutual’s New Car Replacement for example, Geico continues to bring us the laughs, and not much else.
The only clue about what they do comes from their tagline. Other than that, we have no idea what were actually going to get from Geico. And apparently that doesn’t seem to matter.
Insurance is boring, it’s confusing even, it’s a commodity. It’s all the same stuff and no one really cares or wants to know what’s under the hood. Just get me the lowest price and we’re good. Oh, and make me laugh along the way please.
While that’s one way of doing things, it may not be the best way. For one, we’re talking about some pretty serious stuff, which could come into play if you get into a wreck, or your home sustains damage.
It’s important to actually know what you “signed up for” when you take out an insurance policy.
Secondly, and perhaps just as important, is pricing. What are you paying for your new policy from Geico? Did you get a good deal? Did you take the time to compare their price to other insurers that didn’t spend billions to advertise, let alone make you laugh?
Look, I get it, this is advertising in the modern age. To entertain and “go viral” with funny stuff, and Geico has certainly managed to do that.
Just don’t forget why you’re calling them in the first place. You aren’t buying a funny t-shirt; you’re purchasing very important coverage in the event of a claim.
You can still laugh at the commercials and share them with your friends, just be sure to put in the time to compare different companies and coverage options to ensure you’re not the butt of the joke.