Actor Will Arnett is starring in new GEICO commercials - as an adversary to the gecko. Richmond's The Martin Agency came up with the gecko character nearly 25 years ago, and the firm brought in Arnett to be its frenemy in an effort bring new angles to the long-running character.

Geico's business model is to attract as many new policyholders as they can cost effectively. There are tons of other competitors wanting to do the same and there is an ad war in the industry. Geico has to outspend everyone in order to maintain its share of voice and resulting new businesses.

10 best Geico commercials for a good laugh

• Unspeakable Family (2015)
• Crushed Pottery (2018)
• Scheduling Standoff (2022)
• The Gecko Takes a Stroll (2021)
• Rebel Rene (2022)
• Life in a Victorian Home (2022)
• Open Floor Plan Problem (2022)
• The Gecko Makes a Connection (2021)

Jake Wood The current voice actor playing the role of the Gecko is Jake Wood. Wood is an English actor who starred in the long-running series 'East Enders' until 2021, and several films including 'The Illusionist' (2006), 'Vera Drake' (2004), and 'Red Dwarf' (1999).

The idea for the Gecko grew from a creative session at GEICO's ad agency, the Martin Agency in Richmond, Virginia. The name "GEICO" was often mispronounced "Gecko," and as the brainstorming began, a quick doodle of a gecko appeared.

Not only is the message simple, but Geico has remained true to it over the years. Geico has leveraged one of the longest-running taglines and call-to-action strategies in history, resulting in a recall rate of 90%. The campaign may seem erratic; Geico has launched ad after ad, often with multiple ads at once.

Specifically, GEICO targets males and females ages 24-64, and appeals to customers with humor and wit. GEICO's method of conducting business- through direct sales over the phone and via their Web site- is a key distinction in the auto insurance industry.

Geico's success as an insurance company has come from offering consumers independence and low prices, as well as rolling out effective advertising campaigns that highlight savings. Chief among the forces behind Geico's success is the insurer's innovative and user-friendly initiatives.

State Farm State Farm is the largest auto insurance company in the U.S., with 17% of the market. Other big car insurance companies include Progressive, Geico and Allstate.

Geico's famous slogan, "Fifteen minutes could save you 15% or more on car insurance," said by its gecko mascot, is now a part of American culture. In 2020, it announced a switch to a new slogan: "GEICO: Real service, real savings."

The idea for the Gecko grew from a creative session at GEICO's ad agency, the Martin Agency in Richmond, Virginia. The name "GEICO" was often mispronounced "Gecko," and as the brainstorming began, a quick doodle of a gecko appeared.

The Gecko was thought up because Geico was often pronounced as gecko. The icon of advertising started selling insurance in 1999 and was inducted to the Madison Avenue Walk of Fame six years later, in 2005.