Legend of the Lizard

An Iconic Tail

// INSIGHT

Since introducing the GEICO Gecko in 1999, he’s become an advertising icon. While we’ve created a brand universe of characters in the years’ since — the Gecko stands alone. He’s loved by everyone… well, almost everyone.

// SOLUTION

So on the Gecko's 25th year in insurance, we chronicled the career of the world-famous spokes-creature with a documentary. It featured unaired footage and unforgettable interviews from colleagues and customers; the result is a stunning portrait of an icon who changed the coverage game forever.

// RESULT

The documentary was called "Emotional and strangely moving" by Forbes, while the campaign promoting it garnered 2.4 billion media impressions and trended twice on X. GEICO even saw a 50% increase in insurance quotes relative to the previous year. But the Gecko's proudest achievement? It isn't the stats or the accolades — it's the people he's helped along the way.

The Caveman Returns

Since its first airing 20 years ago, "It's so easy a caveman can do it" has been a beloved GEICO campaign.

But you know who didn't love it as much? Cavemen.

So when we sent Caveman a letter, inviting him to formally take part in an upcoming project with the brand, it stirred up stuff in him, like nightmares.

After hesitantly agreeing to participate in the documentary, Caveman was bummed to find out the film is titled “Legend of the Lizard” and is “entirely about the GEICO Gecko.”

When someone's at the top of a given field for 25 years,
usually their story warrants a documentary.
So it's only fitting one be made about the lizard who has
led the field of insurance spokespersoning for the last quarter century.

The Trailer

The Full Documentary