There’s been a changing-of-the-guard at GEICO insurance.

Exit the understated, British-accented gecko.

Enter the pig–and the grunting black bully.

For years GEICO has taken a light-hearted, humorous approach to its advertising.

The company that designed these ads accomplished the seemingly impossible:  It recruited a friendly reptile as its spokesman and, in doing so, turned a dull subject like insurance into something fun.

Remember the ad about the towering GEICO executive who tells the gecko: “GEICO is about trust.  So let’s demonstrate how that trust works.  I’ll fall backward–and you catch me.”

And as the man starts to fall back, the gecko mutters, “Oh, dear.”

But apparently GEICO wanted something more than humor in its advertising–something that would shake up those who watched it.

And the ads the company is now running will definitely do that.  But GEICO may wind up regretting it.

Enter the new GEICO spokesman: a pig–porcine, hairless, goofy-voiced.  And he’s sitting in the driver’s seat of a stalled car next to a beautiful brunette.

And it’s clear the woman is clearly feeling aroused and wants to do something romantic.  Or, maybe the word for it is perverted.

But the pig is–fortunately–nervous, and just wants to talk about how wonderful GEICO is.

Now, think about this for a moment.

If you’re Jewish, Hindu or Muslim, eating pork is strictly forbidden.  The meat is considered “unclean” because pigs don’t sweat–thus trapping all the impurities within.

So if you’re an adman who wants to design commercials that will appeal to the widest number of viewers, you’ve already flunked out.

And if eating pork is verboten to millions of Jews, Muslims and Hindus, having a romantic tryst with a pig is off-limits to anyone outside the confines of a porno theater.

After all, how twisted do you have to be to date out of your own species?

So what is the message GEICO is trying to send here?  That if you buy GEICO insurance, you can make it with a beautiful chick even if you’re a pig?

Then there’s the bullying black basketball player as GEICO sales rep–played by real-life former basketball star Dikembe Mutombo.

Mutombo is a Congolese American retired professional basketball player who once played for the Houston Rockets.  He was an eight-time All-Star and a record-tying four-time NBA Defensive Player of the Year.

Outside of basketball, he has become known for his humanitarian work.

But you’d never know it by the GEICO ad.

First, clad in basketball attire, he darts into an office and throws something at a startled executive and his secretary.

Then, grunting, he appears in a laundromat and prevents a woman from tossing clothing from a dryer to her cart by knocking it out of the air as she throws it in.  Then he wiggles his finger at her.  Thus the woman ends up with a clean garment made dirty.

Finally, he charges into a supermarket and knocks a cereal box out of the hands of a little boy as he’s about to toss it into a shopping cart.  The box explodes, spilling cereal onto the floor and the little boy as the grunting black man races off.

GEICO Dikembe Mutombo Commercial – Happier Than Dikembe Mutombo Blocking a Shot

What is the message GEICO is trying to send here?  That violence and intimidation are fun?  That you’d better buy GEICO insurance–or else?

Even more ominous: This ad premiered during the week that another bullying black man was making headlines across the nation.

From February 3 to 12, Christopher Dorner, a former member of the Los Angeles Police Department, waged war on the LAPD.

Dorner blamed the agency for his firing in 2008.  First he published a “manifesto” on his Facebook page and then set about a killing spree that killed four people.  Two police officers died, and three others were wounded.

The rampage ended on February 12, in an isolated cabin near Big Bear Lake, California.  Surrounded by lawmen from several police agencies, the cabin set ablaze by pyrotechnic tear gas, Dorner shot himself in the head rather than surrender.

It’s likely that these ads will join a parade of others that produced results other than those intended:

• Pepsi’s slogan, “Come alive with Pepsi” bombed in China, where it was translated into: “Pepsi brings your ancestors back from the grave.”
• The Dairy Association’s slogan, “Got milk?” became–when translated into Spanish–“Are you lactating?”
• Purdue Chicken thought it had a winner with: “It takes a tough man to make a tender chicken.”  But the Spanish mistranslation came out: “It takes a sexually stimulated man to make a chicken affectionate.”

Clearly the executives at GEOCO need to ask themselves two questions:

1. What are we trying to achieve with these commercials?
2. What messages are these ads sending to our targeted audiences?

More often than not, there is a disconnect between the two.

As in the case of the latest GEICO commercials.