"Not really," says Geico advertising guru Steve Bassett of the Martin Agency. To reach the broadest audience possible — "essentially anyone who drives a car," he says — the company adopted a scattershot approach several years ago.
But much of the feedback is glowing. Last year, for example, Fortune magazine rated Geico’s "always clever" commercials 24th on its list of "100 Great Things About America," sandwiched between the Mississippi River and Bill and Melinda Gates.
Although Bassett concedes "it’s hard to appeal to everyone with every ad," he thinks the variety of commercials ultimately pays off. "We do hope, with such a large body of work, almost everyone can find a Geico favorite."