Geico's latest ad gets pushy on purpose

Be the first to comment
Geico "Push It" by The Martin Agency.
Geico "Push It" by The Martin Agency.

The insurer sprinkles on the nostalgia with its ad featuring Salt-N-Pepa

Unless you’re a gecko living under a rock, you probably know Geico’s famous statement "Fifteen minutes could save you 15 percent or more on your car insurance." Hey, it’s what it does.

The brand's latest spot features a dash of pop-culture seasoning courtesy of female hip-hop trio Salt-N-Pepa doing what they do best: telling people to "Push it – push it real good." The group dons its '80s-tastic leather jackets and gold rope chains and embraces the literal meaning of the title of its 1986 hit.

Repeating the refrain over and over, the ladies help a man enter a building by telling him to push – not pull – on a door handle. Later, they show up at a Lamaze class where a woman is practicing her breathing exercises, advising her to "push it."

It’s irreverent, but Geico's become known for embracing the weird. The Martin Agency, responsible for the "Push It" spot, has worked with Geico for 20 years – on the Gecko, Maxwell the Pig, the Cavemen and other classic ads.

Campaign credits

Client: Geico
Vice President, Marketing: Ted Ward
Manager, Broadcast Production and Agency Relations: Amy Hooks
Marketing Planner: Amy Ruddell
Marketing Coordinator: Katherine Kalec
Marketing Coordinator: Tom Perlozzo

Agency: The Martin Agency, Richmond, Va.
Chief Creative Officer: Joe Alexander
SVP/Group Creative Director: Steve Bassett
SVP/Group Creative Director: Wade Alger
SVP/Creative Director/Art Director: Sean Riley
Senior Copywriter: Ken Marcus
VP/Agency Executive Broadcast Producer: Molly Schaaf
Bid/Prep/Shoot/Edit Producer: Alex Scheer-Payne
Vfx/Finishing Producer: Sam Tucker
Agency Junior Producer: Emily Taylor
Business Affairs Supervisor: Suzanne Wieringo
Senior Integrated Production Business Manager: Amy Trenz
VP/ Group Account Director: Brad Higdon
Account Supervisor: Parker Collins
Account Executive: Meg Ingraham
Senior Project Manager: Jason Ray

Production Company: Hungry Man
Director: Wayne McClammy
Director of Photography: Bryan Newman
Executive Producer: Mino Jarjoura
Producer: Nate Young

Editorial Company: Mackenzie Cutler
Editor: Ian MacKenzie
Assistant Editor: Nick Divers
Executive Producer: Sasha Hirschfield
Editorial Producer: Evan Meeker

Telecine: The Mill
Colorist: Fergus McCall

Audio Post Company: Rainmaker Studios
Engineer: Jeff McManus

Push It:
Conform: Running With Scissors
Conform Artist: Chris Hagen
Executive Producer: Scott Friske
Producer: DeeDee Ray

Talent:
"Push It"
Cheryl "Salt" James Wray
Sandra "Pepa" Denton
Deidra "Spinderella" Roper
Door Guy – Sergio Cilli
Elevator Woman – Suzy Nakamura
Lamaze Wife – Chala Savino
Lamaze Husband – Lonny Ross
Lawnmower Guy – Mike McCafferty
AVO – Jon Curry
Music – "Push It"

GET YOUR CAMPAIGN DAILY FIX

The latest work, news, advice, comment and analysis, sent to you every day

register free

Campaign Jobs

Thousands of jobs across advertising, creative, marketing and media

Trending on Campaign

RSS FEEDS