Humans refused to work... so a lizard stepped in...
Hollywood was on strike in 1999. The Screen Actors Guild and the American Federation of Television and Radio Artists were demanding better pay for commercial work.
For the first time in decades, big brands were suddenly locked out of their go-to ad formula – human actors.
This presented a problem for the entire advertising industry... and one company in particular.
The agency had already greenlit a campaign that required a spokesperson. He was supposed to explain the value of saving 15% or more on car insurance.
But now, they couldn't hire anyone to play the role.
At first, it looked like they might have to scrap the campaign altogether...
Then they had an idea...
Employees at the agency, Geico, were sick of folks mispronouncing its name as "Gecko." So they decided there was no one better to represent their company.
The first ad was simple. A frustrated animated gecko with a British accent begs people to stop calling him about car insurance. He's not Geico. He just wants to be left alone.
That was it. No pitch... No jargon... No dramatic testimonials or accident footage.
And in a sea of loud, forgettable insurance commercials, Geico's Gecko stood out. He soon became the face of the brand. Within six years, he was named America's favorite advertising icon.
The Gecko has gone on to star in more than 150 ads...
He has a LinkedIn profile and lots of merchandise. He even survived a complete CGI makeover and a brief identity crisis. (He went from British to American and back again.)
Two-plus decades later, Geico has had its share of unique commercials – like the caveman, whose popularity led to a brief TV-show spinoff in the 2000s.
But the Gecko has outlasted them all. And he helped Geico climb from a niche player into one of the most recognized insurance brands in the world.
Insurance advertising used to be an afterthought. Geico proved that standing out matters. When you can win attention, you can win business.
There was definitely a bit of luck involved in the creation of the Geico Gecko...
But there was also more than a bit of influence – specifically from legendary investor Warren Buffett.
Buffett's holding company, Berkshire Hathaway (BRK-B), bought Geico in 1996. Buffett knew how important branding was for consumer businesses.
It's why some of his most successful investments, like See's Candies, Coca-Cola (KO), and Apple (AAPL), still boast ironclad product reputations today.
Geico is a prime example. By making itself an iconic brand, a run-of-the-mill insurance business became an industry force.
My team and I have studied Buffett's approach closely. He doesn't just buy companies with good brands. He looks for businesses that are adding to their reputations and advantages.
This change is what can make stocks move in a hurry as the market reacts. And we've found a handful of "must buy" picks that are set to do far better than most investors know. Get the details here.
Remember... it's tough to find the next big brand before it's established. But that's how you set yourself – and your portfolio – apart.
If it were easy, everyone would be Buffett.
Regards,
Joel Litman
April 8, 2026
