Will Arnett Stars in The Martin Agency’s ‘Frenemy’ Campaign for GEICO

09 May 2023


The GEICO Gecko, one of America’s most recognizable ad mascots, was originally introduced as a way to help people remember “GEICO.” While beginning as a simple mnemonic device to promote brand recall, the Gecko quickly became a brand ambassador and a symbol for advertising excellence — with an extensive impact that has lasted for over two decades.

In the latest campaign from The Martin Agency, GEICO continues to evolve the Gecko’s character by providing a glimpse into his intriguing backstory. Featuring actor Will Arnett — known for his roles in “Arrested Development” and as the voice of LEGO Batman — the campaign kicks off at a dinner party, where it becomes evident that the Gecko and Arnett share a contentious history. Titled “Frenemy,” the amusing campaign highlights the playful rivalry between the Gecko and Arnett, capturing them as they strive to outperform each other as the best GEICO spokesperson.

In addition to traditional broadcast TV and streaming, the work will also run on social channels including Twitter and TikTok. This multi-platform approach allows GEICO to connect with audiences across various channels, leveraging the power of social media to enhance the brand’s presence and engagement with consumers.

Read more in Adweek