The "Hump Day" commercial is a relatively recent ad for GEICO Insurance. The ad features the two musical comedians and a VERY excited camel. So how happy our folks who saved hundreds of dollars switching to GEICO? Apparently, happier than a camel on Wednesday. Since 1936, GEICO has had many different ad campaigns promoting its auto insurance company. Some of these previous ventures include the Gecko, Kash the stack of money with eyeballs, the Caveman, and the two musical comedians who do the "Happier than A...” commercials. I am sure many of you can picture some of these hilarious ads and might be realizing GEICO is very effective in advertising its product. These commercials are so memorable because they have to be! Just think for a second about Allstate's Mayhem or Progressive's main girl Flo. Insurance company ads are some of the most memorable commercials on television. With so much competition, GEICO's Hump Day commercial puts itself a peg above the rest because of a day-related trigger. According to Business Insider, every seven days on Wednesday this ad reaches incomparable sharing peaks. For this reason, GEICO's Hump Day commercial is the company's most successful ad.
Humor: 5
GEICO's "Hump Day" commercial is very memorable and funny. This ad's humor is very simple, but also very easy to relate to. Many people know the feeling of finally getting over the hump or the middle of the week and the happiness it can bring. GEICO capitalized on this idea by putting a funny and creative twist to the idea of "Hump Day." I think this ad reaches the target audience that GEICO envisioned of people ages 17-65. Basically, GEICO tried relating to people who whether in school or work know the tediousness of the business week. This commercial leaves a lasting mark in people's minds because of its association with a feeling and a day of the week.
Effectiveness: 5
Based on data, GEICO has found this to be its most successful ad. On YouTube, this ad already has over 17 million views. Ian Forrester, Unruly’s Insight Director said "The ad is unusual in that it has enjoyed a peak in shares every Wednesday since launch, continuing to spread GEICO’s message long after a normal ad’s social interactions would have largely diffused 2 weeks following launch, according to Unruly’s Social Diffusion Curve." This phenomenon is a result of the day trigger. Rebecca Black's "Friday" music video also had this same effect on people. The data below from Business Insider also shows this phenomenon.
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Professor Jonah Berger, a widely regarded viral expert, explained triggers in this way:
"During the day there are countless moments imaginable that might trigger us to think about our day. It might be because you are tired of work and are thinking towards the weekend or because you’re Wednesday turned out great for a change. If the stimuli are strong enough then it pulls a trigger in your brain that makes you think about that remarkable ad with the talking camel you saw on YouTube or television. What happens then is that people relate their current mood to the characters in this video. If you are having a boring day behind your desk you will relate to the employees. In case something just made hump day your happy day, you will relate to the camel. You then decide to share your mood with others and use the GEICO video to give context to your current mood and share a funny video at the same time"
It is apparent that GEICO's ad continues to exceed expectations and continues to bring in views.
Emotion: 3
I believe this ad does inspire emotion from it viewers. However, these emotions relate back to Professor Berger's trigger statement. I do not believe the Hump Day Commercial promotes a social cause or a higher purpose, but at some level it does relate to its audience. However, this ad's main purpose is to promote GEICO's auto insurance.
Customer Reviews: 5
On GEICO's website, out of 11,141 reviews, customers rated GEICO's services at an average of 4.6 out of 5 stars, or about 92 percent of the reviewers would recommend GEICO's services to a friend. However, to eliminate any bias, I checked other websites to see how customers viewed GEICO. For example, Insure.com reviews gave GEICO 4 out 5 stars with 80 percent of reviewers willing to recommend to a friend. For this reason, I believe that GEICO does not deceive their customers and do offer quality services as well as quality advertisements.
So next time you see Caleb the Camel excited about Hump Day you can be excited as well because you could save hundreds by switching to GEICO...or just be excited that it is Wednesday and Friday is only two days away.
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