“Blame it on the savings” Campaign

Brand: Geico

What We're Creating: A .15 Geico commercial

Target: 20- and 30-somethings, budget-conscious car insurance shoppers

One-Liner/Single-Minded Thought: "It's THAT easy to save on car insurance."

Mandatory: Must include the spoken line "15 minutes could save you 15% or more on car insurance."

 *Assignment from Dan Hofstadter’s copywriting course from WritingPad in Los Angeles, CA

My Approach:

I often find myself clicking through websites looking at clothes, furniture, or fun gadgets that I wish I could afford if only I had the extra cash lying around. As someone in their 20-somethings, my savings account is used in case of emergency, but I look forward to the day I get to use them for my amusement. For this 15-second commercial, I let my daydreams of what could be, guide me. I dreamt of new kitchen equipment, a house in the mountains AND the beach, and more houseplants. Thus, the “Blame it on the Savings” campaign was born. What would you buy if you had enough savings?

The Commercial:

Two girls in their mid to late twenties pull up on a driveway to a house. One girl has an iced coffee, and the other holds a simple houseplant. The girl with the houseplant gets her keys out of her pocket and tries to open her front door but is met with resistance, so she must use her body weight to shove the door open. When the two girls walk in, we see a house full of an ungodly number of indoor houseplants. The girl with the coffee is wide-eyed as she takes in her friend’s house-plant obsession.

She looks at her friend with the plants and says exasperated, “Sarah…”

Her friend looks at her, shrugs, and says, “What? Blame it on the savings”

Voiceover says:

“Geico, 15 minutes could save you 15 % or more on car insurance”