Armed with creative parody and razor-sharp wit, GEICO reigns supreme in the cutthroat world of television advertising.  Similar to other franchise spokesmen like the Budweiser frogs or Taco Bell Chihuahua, their humorous approach is effective in steering brand recognition.  Seriously, ABC even developed the Cavemen concept into a short-lived sitcom (the show was unanimously rejected by critics).  In recent months, though, the insurance providers put their Aussie gecko on hiatus and are instead focusing on the “celebrity campaign.”  Produced by the Martin Company, this sprightly series of promos features a washed-up celebrity alongside a “real” person to help brighten the testimonial.

Featuring the Pips as clever harmonic interpreters, the latest installment is retro-fit with seventies kitsch.  Despite the absence of a concrete song placement, the commercial nevertheless retains musical significance.   After all, the original Pips - Merald “Bubba” Knight, Edward Patten and William Guest - remain an overlooked footnote in Gladys Knight’s storied career.  Nevertheless, the gospel-infused family band supported Knight on a string of R&B hits including, “I’ve Got to Use My Imagination,” “Midnight Train to Georgia,” and “I Heard It Through the Grapevine.”

[youtube]http://www.youtube.com/watch?v=OgzDWlmyyYA[/youtube]

A live performance of “Friendship Train.”

[youtube]http://www.youtube.com/watch?v=k5B31Ho4_bo[/youtube]

Last 5 posts by Elie Z. Perler

• Daily Dose - Tuesday Linkage - November 18th, 2008
• The Beatles - Lennon and McCartney: 1966-1970 DVD Review - November 17th, 2008
• Daily Dose - Thursday Linkage - November 13th, 2008
• Daily Dose - Tuesday Linkage - November 11th, 2008
• Spotlight On: Morning Fuzz - November 10th, 2008