GEICO is shifting gears with a new brand platform that moves beyond the usual savings-first messaging of the insurance category. Instead of crunching numbers, the company is emphasizing something far more human: how it feels to be valued, supported, and cared for.
The brilliant new platform, “It Feels Good to GEICO,” created with The Martin Agency, reframes “value” as an emotional experience rather than a price point, a notable pivot in a space that discounts and comparisons have long dominated.
The launch arrives with two new creative directions:
“We All Do It”
The Gecko returns, but this time in his most relatable form yet — calling out the mindless habits that keep people locked into the same insurance decisions. Directed by Maggie Carey, the spot is shot in anamorphic from the Gecko’s seven-inch POV, giving the campaign a fresh visual energy while keeping the character’s trademark charm. Watch below:
“Star Treatment”
This spot takes the idea of customer service and blows it wide open. Whether you’re a Super Bowl legend like A.J. Brown or Emmitt Smith (both real GEICO policyholders) or just a regular driver navigating your daily commute, GEICO positions exceptional service as something everyone deserves. No VIP badge required.
Additional pieces of the campaign will roll out through the end of the year and into early 2026, as the platform expands beyond advertising and into a broader rethink of how GEICO shows up for customers.
The goal: challenge the habits that traditionally shape insurance choices and encourage the industry to refocus on people, not premiums.
More assets and media details are available below. If you’d like to speak with Sia or Tom about the strategy behind GEICO’s new direction, and what this emotional reset means for the category, just say the word.
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