I am relieved. So it's not just me. Last night's premiere episode of 30 Rock had both Liz and Carol wondering why Geico has four spokesmen.
Here's how it goes: we have the Gecko with a cockney accent, the confused and sometimes angry caveman, the stack of money with googly eyes (yeah, creepy!) and of course, the fake Rod Serling guy. Why do they need so many characters and so many concepts? I can't figure it out...can't say I haven't tried though. Maybe this is exactly what they want, everybody talking and wondering. With a considerable media budget and a motley of accents, attitudes and ideas, maybe stickiness is what they are after. If so, they have got the right ad mix.
Also, no matter how good a commercial is, it becomes repetitive after a point so brands sometimes take on new scripts with the same spokesperson. If that too gets boring, a brand new spot is released.
Geico on the otherhand has multiple spokespeople at any given time, taking the variety to another level. But sometimes quantity affects quality and that is why not all Geico commercials are engaging or funny.
If it's a strategy, it needs to be stream-lined. Maybe have just two spokespersons at a time. Saves advertising dollars, keeps us guessing and doesn't take away from the visibility.
On a personal note, I am not too fond of reptiles but find the Geico gecko exceptionally articulate and funny...the rest of them I don't get so much. As far as their service goes, I am a satisfied Geico customer. Guess that says it all.
Related post: http://thebusinessofadvertising.blogspot.com/2009/02/geico-gecko-strategy-which-makes-sense.html