Known for its witty advertising campaign, Geico maximizes its commercial's effects by producing a wide variety of them and matching them with specific target audiences. This particular commercial was geared towards hockey fans. It features Niklas Backstrom, a sensational goal scorer for the Washington Capitals, and the ghost that comes to visit him, Lord Stanley. With the subject completely separate from car insurance, Geico relies on its brand name for results. Part of the effectiveness of this commercial comes from the humor that is used. When Lord Stanley shows up in the locker room, he says that he has a secret to tell. According to the setting, viewers would infer that it is hockey related, but when Lord Stanley recites Geico's slogan, humor is added and the commercial is effective. Another pun is made when the commercial makes a play on words. Lord Stanley enters holding a silver cup, making it Stanley's cup, which shares the name with hockey's coveted trophy the Stanley Cup. Because this commercial was shown on NBC during a Stanley Cup playoff game, the audience will be able to relate to the humor and the celebrity endorsement, making this commercial an effective marketing tool.
Link to Commercial
No comments:
Post a Comment