Because much of the U.S. audience has held the belief that GEICO is only good for savings and as a result “you get what you pay for,” the brief was to communicate that you actually get surprisingly great service. And because the motorcycle audience is especially wary of any advertising, we needed to serve the message up in a disarmingly funny way that would get their attention.

In each film, we start with what looks like a typical testimonial. Someone is standing by their motorcycle and happily talking about their GEICO insurance. But when they use simple, everyday idioms to describe their happiness, like “I feel like a million bucks,” that’s when GEICO’s overly sensitive legal dept steps in to logically swat down that statement. As the legal AVO continues, giant legal supers actually enter the scene, causing their own visual disruption.

Besides creating a flurry of positive engagement online, the Disclaimers work was at the forefront of a 37% month-over-month increase in motorcycle insurance quotes in its first few weeks of running.