The Third Gecko

I seem fated to do gecko posts. My first, entitled simply Gecko, was in praise of these close cousins to the chameleon. Then, in A Stray Fort or Two, I expounded upon my surprise but delight to discover in America a gecko that speaks with a London accent. This, of course, was the Geico gecko and he it is that occasions my third gecko post.

Geico is a company dealing with car and motorcycle insurance and it seems to have been their name that led them to adopt the gecko as their mascot. It has been interesting to watch the little character develop in the company advertisements.

When I first saw the Geico gecko, he was silent and unassuming, invariably being the companion of a large and rather dim insurance salesman who informed us of the delights of insurance. There was nothing to indicate that this quiet gecko was about to become a star. Geico did many commercials, the most irritating of which were their "I just saved a bunch of money on my car insurance" ones in which there was no sign of the gecko.

But then a decision was made that proved to be momentous. The gecko gained a voice. And, wonder of wonders, he turned out to be English, his accent placing him immediately in the south east, either in London or very close to it. And, with the voice, began the development of character. I sat up and began to take more notice.

Being an employee of the company, the little fellow had no option but to speak of car insurance but his style was warm and amusing, so that one could forgive him this. In a growing series of ads, he recruited other lizards to spread the Geico word, talking of such English matters as tea and "yer mum" but always bringing it back to insurance in the end. He beguiled both the lizards and us with his easy banter.

His conquest was not complete, however. Geico continued to show us their alternative gecko-less ads, even adding to these with new ones. We were in two minds over the thing, alternately charmed by the gecko and then annoyed by the other mindless ads.

The wheels were turning somewhere, however, and it now looks as though light has dawned at Geico headquarters. A new series of gecko commercials has begun and suddenly all other ads have disappeared. And now we are treated to close-ups of the illustrious gecko, allowing us to experience the full force of his charm.

Who can resist those enormous, liquid eyes and lazy gestures as the gecko relaxes into his easy patter? Here is a true professional of the commercial world, a performer doing what he does best and entertaining us while he delivers his message almost unnoticed. There is no doubt about it: the gecko is a star.

Being both a chameleon and English, I have to approve of his success. Apart from anything else, he has driven off those awful alternative ads from Geico, thereby striking a blow against the execrable average of advertising (if I have to listen to how Bob has enlarged his package once more, I think I'll smash the television).

I predict that the gecko will go on from here to become an icon of the advertising world. And I should know. We chameleons are not entirely inexperienced in this field, after all. Everyone remembers the huge success that the Budweiser frogs experienced, but I would remind you that two chameleons watched their antics and considered usurping them.

So here's to my little friend, the Geico gecko; long may he rule the airways. Let him be the living proof that, when it comes to advertising, nothing beats a good lizard. Frogs? Pah, mere amphibians...

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