David Shafei of World War Seven directed this spot from The Martin Agency in which The Caveman returns to GEICO. However, the famed prehistoric spokesman is in for a surprise when he watches the commercial on TV, seated on a couch with his wife, Tina. Turns out the star of the spot and the subject of a promised GEICO documentary is none other than the GEICO Gecko. Seems the lizard has supplanted The Caveman.
This spot–”The Caveman Watches A GEICO Commercial”–is part of the first GEICO campaign that has deployed two of the company's mascots. Doing so illustrates the brand’s prolific storytelling capabilities and taps into its character equity to reiterate how easy it is to GEICO..so easy even a you-know-who can do it.
Credits
Client GEICO Agency The Martin Agency Danny Robinson, chief creative officer; Ashley Marshall, executive creative director; Neel Williams, group creative director; Ryan Raab, creative director Graham Unterberger, creative director/copywriter; Dustin Dodd, creative director/art director; Heather Collier, executive producer; Maggie Weishaar, Liza Miller, sr. content producers; Zavi Harman, jr. producer. Production World War Seven David Shafei, director; Josh Ferrazzano, managing partner; Sloane Skala, exec producer; Michael Mitchell, line producer; Britnee Mitchell, production supervisor; Jason Lombardo, 1st assistant director; Polly Morgan, DP; Melisa Myers, production designer; Janet Haase, key costumer; Elizabeth Rizo, key make-up artist; Tony Gardner, Thom Floutz, special effect make-up; Charlie Slemaker, audio mixer; Justin Besemer, location manager. Editorial Cabin Editing Company Nick Divers, editor; Chris Kelley, cutting assistant; Grace Hammerstein, sr. producer.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brandโs story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled โA New York Minute,โ the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brandโs own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuriโs jewelry makes an appearance as the best supporting actor.
โWhen I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a โcampaignโ could be,โ said Jacob Jordan, chief brand officer, Mejuri. โGia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuriโs values of celebrating women as their truest selves. I canโt wait for us to continue to tell the next chapters of this story.โ
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