The Martin Agency gave director Tom Kuntz (almost) free reign on these spots for Geico, touting the insurance company's homeowners and renters insurance.
Says the creative team: "We actually did send Tom a few scripts (in addition to the idea platform) but made it very clear to him that we weren't locked into the executions. We knew we had a strong campaign platform for 'Shocking News' but we wanted his uninhibited thinking about what would make the campaign great...We sent Tom our three client-approved scripts as well as the 20 or so that weren't approved. He sent us some as well. In the end, it ended up being a mix of the two with evolution and collaboration from all parties.
The "Pets" spot, for example, morphed from the initially scripted dog and cat in futuristic space costumes to a sloth, a wild boar, a giant turtle, a frog and a dog and a cat dressed as 1970s Texas oil millionaires.