"I will never buy Progressive Insurance because of this annoying advertising character" – one of our customer says. Sometimes, an advertisement can work against the product, it’s promoting.

TV advertisements invaded our life, and it is no escape from them. They pop up at the most intense moment of our favorite show and make us furious and hostile towards their product. We mute the TV not to hear, we leave the room not to see, we only watch our shows on DVR to fast forward the commercials, and finally, we entirely boycott the TV. Still, the ads are jumping at us in the doctor’s waiting room, airplanes, electronics sections of the stores. TV ads sneak into our lives and force us into relationship. Sometimes bad relationship, like the mentioned one with Progressive Insurance. Sometimes, pretty successful, ending up with a purchase of whatever they advertise. (And don’t forget, they will still run the Ad even after you’ve bought from them).
Let’s admit, some of them are quite fascinating. Some are genius. While some are plain stupid or even insulting your intelligence. But each one grabs your attention in its unique way, and each one finds its audience. The same ad, you consider stupid, can be rated genius by your neighbor. The important part – both of you saw it, heard it and received the message.

Suppose, you fell in love with a TV commercial at first sight. You still love it at second sight. First 25 runs you keep loving it, then it becomes a little annoying. Too much of a good thing turns it into bad. It is thrown at your every 4 minutes; the first impression is long gone, now you hate it, all of it, all its best features. Though, it should not diminish the value of the ad or the work of actors, directors and camera crew. This should be addressed to the TV networks execs, who need to schedule responsibly.

The customer, we quoted in the beginning, is annoyed by the Progressive Insurance pinup girl Flo. But many people find her adorable. Flo (actress Stephanie Courtney) is quite a character. This flamboyant hyperactive girl with retro hair and Rockabilly makeup can sell a load of car insurance. She is an epitome of the perfect customer service, she is there to help and make you happy. She is definitely up for competition. But can she compete with (speaking of adorable) an animated cutest lizard with the voice of Kelsey Grammar and matchless accent? You may not know who Hamlet Prince of Denmark is, but Gecko - the GEICO spokes lizard is a household name. As fake as this computer-generated character is, it is the most genuine creature ever. People fall in love with him, and when he becomes their kids’ favorite TV personality, Geico gets some profit. The cute reptile though has to sustain tough competition within his own company. Geico is really resourceful and versatile with its commercials. Not to mention, generous: Geico's advertising budget is worth $300 million. So our sweet Gecko runs his campaign along with other interesting trends. First, a team of metro sexual cavemen (Jeff Daniel Phillips, Ben Weber, John Lehr, Ben Wilson). Like them or not, these intellectual urban Neanderthals are carrying much deeper social message than just a decent auto coverage. And good acting brings profit too. But even after launching the delightful green animal and weirdly sexy passive-aggressive cavemen, Geico still runs some older ads. Like the commercials that pairs an ‘actual’ Geico customer with a celebrity like Little Richard, Charo, Burt Bacharach and Don LaFontaine. Or "Money close-up" - probably the spookiest ones, when a stack of banknotes with plastic eyes is stalking people for not saving this cash with Geico. It feels like the older ads need to be edited. We would recommend guest appearance of Gecko the lizard.

Some other auto Insurance companies pay more attention to the message, not the personality of a spokesperson. Nationwide choice of bellow-A-list celebrities (Sanjaya, Kevin Federline) emphasizes the importance of the memorandum "Life comes at you fast". And the commercials present lot of creativity illustrating this message. Not to forget an extremely catchy musical tune for "Na-tion-wide-is-on-your-side". You can’t forget it, even if you try to.
Some people are very serious about their auto insurance and don’t consider it a laughing matter. They need real support behind their driving. These people are target audience of Allstate campaign. In Allstate ads the message and the spokesperson personality are coming together, along with humorless approach to your vehicle coverage. Want to feel safe? Safe like a strong army guy standing behind you, holding your hand? Buy Allstate. You cannot resist the mesmerizing voice of Dennis Haysbert, saying “That's Allstate's stand. Are you in good hands?” Honestly, it does not matter what he is saying. His voice and looks are strong enough to convince you.

So, anyone is on the market for car insurance? Or enjoying some good money-making commercial shorts? Or not enjoying? Regardless, TV ads are part of our life. Cannot avoid them