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:
- What are we trying to achieve with these commercials?
- 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.
ALAMO, BILLY BOB THORNTON, DAVID CROCKETT, FACEBOOK, FESS PARKER, JAMES BOWIE, JOHN WAYNE, MEXICO, SAM HOUSTON, SLAVERY, STEPHEN F. AUSTIN, STERLING HAYDEN, TEXAS, TEXAS REVOLUTION, TWITTER, WILLIAM B. TRAVIS
REMEMBERING THE ALAMO: PART ONE (OF THREE)
In History, Social commentary on March 6, 2013 at 12:36 amJohn Wayne fought and died there–cinematically.
So did Richard Widmark, Laurence Harvey, Fess Parker, Sterling Hayden, Jason Patrick, Billy Bob Thornton and Patrick Wilson.
Today–March 6, 2013–marks the 177th anniversary of the fall of the Alamo, a crumbling former Spanish mission in the heart of San Antonio, Texas.
The combatants: 180 to 250 Texans (or “Texians,” as many of them preferred to be called) vs. 2,000 Mexican soldiers.
On the Texan side three names predominate: David Crockett, James Bowie and William Barret Travis. “The Holy Trinity,” as some historians ironically refer to them.
Crockett, at 49, was the most famous man in the Alamo. He had been a bear hunter, Indian fighter and Congressman. Rare among the men of his time, he sympathized with the Indian tribes he had helped subdue in the War of 1812.
He believed Congress should honor the treaties made with the former hostiles and opposed President Andrew Jackson’s effort to move the tribes further West.
Largely because of this, his constituents turned him out of office in November, 1835. He told them they could go to hell; he would go to Texas.
James Bowie, at 40, had been a slave trader with pirate Jean Lafitte and a land swindler. His greatest claim to fame lay in his fame as a knife-fighter.
This grew out of his participating in an 1827 duel on a sandbar in Natchez, Mississippi. Bowie was acting as a second to one of the duelists who had arranged the event.
After the two duelists exchanged pistol shots without injury, they called it a draw. But those who had come as their seconds had scores to settle among themselves–and decided to do so. A bloody melee erupted.
Bowie was shot in the hip and then impaled on a sword cane wielded by Major Norris Wright, a longtime enemy. Drawing a large butcher knife he wore at his belt, he gutted Wright, who died instantly.
The brawl became famous as the Sandbar Fight, and cemented Bowie’s reputation across the South as a deadly knife fighter.
William Barret Travis had been an attorney and militia member. Burdened by debts and pursued by creditors, he fled Alabama in 1831 to start over in Texas. Behind him he left a wife, son, and unborn daughter.
From the first, Travis burned to free Texas from Mexico and see it become a part of the United States.
In January, 1836, he was sent by the American provisional governor of Texas to San Antonio, to fortify the Alamo. He arrived there with a small party of regular soldiers and the title of lieutenant colonel in the state militia.
On the Mexican side, only one name matters: Antonio Lopez de Santa Anna, president (i.e., absolute dictator) of Mexico. After backing first one general and would-be “president” after another, Santa Anna maneuvered himself into the office in 1833.
Texas was then legally a part of Mexico. Stephen F. Austin, “the father of Texas,” had received a grant from Spain–which ruled Mexico until 1821–to bring in 300 American families to settle there. The Spaniards wanted to establish a buffer between themselves and warring Indian tribes like the Comanches.
These immigrations continued after Mexico threw off Spanish rule and obtained its independence.
But as Americans kept flooding into Texas, the character of its population changed, alarming its Mexican rulers.
The new arrivals did not see themselves as Mexican citizens but as transplanted Americans. They were largely Protestant, as opposed to the Catholic Mexicans. And many of them not only owned slaves but demanded the expansion of slavery–a practice illegal under Mexican law.
In October, 1835, fighting erupted between settlers and Mexican soldiers. In November, Mexican forces took shelter in the Alamo, which had been built in 1718 as a mission to convert Indians to Christianity. Since then it had been used as a fort–by Spanish and then Mexican troops.
Texans lay siege to the Alamo from October 16 to December 10, 1835. With his men exhausted, and facing certain defeat, General Perfecto de Cos, Santa Anna’s brother-in-law, surrendered. He gave his word to leave Texas and never take up arms again against its settlers.
Texans rejoiced. They believed they had won their “war” against Mexico.
But others knew better. One was Bowie. Another was Sam Houston, a former Indian fighter, Congressman and protégé of Andrew Jackson.
Still another was Santa Anna, who styled himself “The Napoleon of the West.” In January, 1836, he set out from Mexico City at the head of an army totaling about 7,000.
He planned the 18th century version of a blitzkrieg, intending to arrive in Texas and take its “rebellious foreigners” by surprise.
His forced march proved costly in lives, but met his objective. He arrived in San Aotonio with several hundred soldiers on February 23, 1836.
The siege of the Alamo–the most famous event in Texas history–was about to begin.
Share this: