EMT's and nurses rush a patient on a gurney through the hospital and into trauma unit Number Five for surgery. The patient has multiple foreign objects in his body and the surgeon makes a move to try and remove them. Every time he tries, however, a buzz sound is heard and the patient's nose lights up red. As it turns out, the patient is the guy from the Operation game. When you're that guy, you get operated on -- It's what you do. If you want to save 15 percent or more on car insurance, you switch to GEICO.
iSpot Review — August 20, 2015
Geico serves us a friendly, humble reminder that even the
steadiest of hands have difficulty with the classic board game - Operation. In
this 30-second commercial where a busy hospital scene is being depicted, a
gurney commands the attention of viewers as it is rushed through the hallways
with several nurses and EMTs in motion. Geico does its best to mask its
intentions as it usually does while drumming up something intense.
By using a character from a board game created in the 1960s,
Geico drums up the nostalgia of those who have taken up a pair of tweezers in
an attempt to save Cavity Sam, the patient getting operated on. No further
reminders were needed once that red light bulb lit up with the shocking noise
that follows. Even the collective burst of frustration let out by the surgeon
is something people old enough that played the game know all too well.
Geico's "It's What You Do" campaign is simple and
straightforward, which also explains why they've been successful with responses
generally in the positive. But as simple as the campaign is, replicating
success for pushing one selling point over and over is difficult, and in
Geico's case, telling viewers to switch over for 15% savings in so many
different ways is no easy task. But with a little assistance from game maker
company Milton Bradley, this commercial is another success for both The Martin
Agency and Geico.