Netflix teams up with Geico for its first creative campaign

Netflix has embarked on its first custom creative campaign for its ad-supported tier in collaboration with Geico. The campaign features a partnership between Geico's gecko mascot and Leo the lizard, the main character in the animated film 'Leo' starring Adam Sandler.
In a 30-second spot, the Geico Gecko is depicted passing out on-set, and the creative content spans TV and online video ads, out-of-home placements, and social media elements. This signifies Netflix's move towards a co-branded marketing strategy to fuel advertising for future growth. The streaming giant is exploring co-branded partnerships that aim to strengthen the connection between advertisers' products and Netflix's original programming.
The 'Leo' campaign is a departure from past initiatives, such as Domino's collaboration with 'Stranger Things' and Old Spice's ties with 'The Witcher,' as the ads are running directly on Netflix, providing Geico with a more direct line to viewers.
Magno Herran, Netflix's Vice President of Marketing Partnerships, highlighted the significance of bringing together the iconic Geico Gecko and the new character Leo, stating that it delivers more entertaining ad experiences for members and more contextually relevant messages for advertisers. Netflix plans to explore more opportunities like this in the future.
The ads were developed in collaboration with creative studio Framestore and animation experts Animal Logic. The content shows the Geico Gecko acting as an on-set consultant, offering Leo tips that include vocal warm-up routines and finding the right lighting for a shot.
'Leo' itself has achieved notable success on Netflix, standing as the biggest debut for an animated film on the platform with 34.6 million views within six days of premiering. The film, featuring Adam Sandler, secured the top spot on Netflix's English-language top 10 list.