Squirrel branding.
This post celebrates World Animal Day and Bless the Animals. Follow the links to learn more about PM’s initiative which started on October 4.
The first squirrel ads may have appeared in 2001 for Geico, a Berkshire Hathaway-owned insurance company based in Washington, D.C. The tagline for the Geico commercials reads: “Fifteen minutes could save you 15 percent or more on car insurance.”
The Geico Gecko character was created by the Martin Agency, a Richmond, Virginia based ad firm. The latest Gecko animation is supplied by Framestore, a New York-based company.
TRIVIA NOTE: A follow-up of very funny 30-second Geico ads appeared in 2001. The series of three spots were called “Squirrel”, “Car Pool” and “Wuxia.” The “Squirrel spot (written by Joe Lawson and Raymond McKinney and art directed by Tye Harper) shows a couple of squirrels playing chicken on a country road that causes a car to swerve off the road and crash. Thrilled with their results, the giggling squirrels give each other a high-five for surviving the ordeal.
Do the squirrels (and the other animal actors) work as brand spoke-critters? Marie Germain says “Everyday I mourn advertisers who have been persuaded to develop animal characters in their storytelling. Geico’s gecko, Bell’s beaver, Alamo’s bison, Telus’ endless “animal farm” count among the many. Invariably these animals speak and have personalities or a voice-over tells a story; yet the message is missed because the visual learning modality takes over. Somehow these advertisers believe they can cram in their meaning in these “disconnected” scripts.”
A counter point is offered by a follow-up comment, “I agree that most animals make for poor branding. Geico’s gecko is cute and funny, but doesn’t make me want to run out and buy their insurance. And how does the gecko relate to the cavemen?
One successful animal campaign that comes to mind is Aflac’s duck. The Aflac product itself - a basket of odd insurance coverage ranging from short term disability to cancer insurance - is nearly impossible to explain in a TV spot. Aflac used their memorable duck (which always quacks “Aflac!” to tie together commercials which showed people getting paid while convalescing or otherwise deriving benefit from their coverage.
Aflac went from near invisibility to a brand that would probably rank among the most recognizable among US television viewers. I’d guess that these viewers often have only a dim clue as to what Aflac does, but when they start a new job and are offered Aflac options, they’ll remember the brand.”
PM will research the creative behind the other three Youtube clips.
more information on marie germain’s branding 2.0












on
on
on
on 

Maureen Adams
June 27th, 2008 at 10:49 am
Friday Ark #197…
We’ll post links to sites that have Friday (plus or minus a few days) photos of their chosen animals (photoshops at our discretion and humans only in supporting roles). Watch the Exception category for rocks, beer, coffee cups, and….? Visit all the …
June 27th, 2008 at 8:07 pm
These videos were hilarious! I love squirrels!!!
Pink Papers last blog post..Dedication
June 27th, 2008 at 8:12 pm
LOL!! Too cute! That Jeep one where the wolf eats the bird reminds me of Koty!
Squirrels have a lot of personality. I took this photo of a screamer a few days ago.
http://kinseyphotos.blogspot.com/2008/06/screaming-squirrel.html
BTW, I’ve been trying to find out how to put that Digg Subimt on my blogs. Give me a shout if you can help…..please.