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99% Invisible #57- What Gave You That Idea (Standard 4:30 version)

From: Roman Mars
Series: 99% Invisible (Standard Length)
Length: 04:31

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What Charles Dickens has to do with those insurance commercials on TV.

99invisible-logo-square-for_prx_small [For Director's Cut, go to: http://www.prx.org/pieces/89179-99-invisible-57-what-gave-you-that-idea-direct]

Starlee Kine’s friend Noel works in advertising. In 2003, Noel was working in at an agency in Richmond, VA. Everyone wanted to work on flashy spots like Apple or Nike or Gatorade. Do you know what wasn’t flashy? Insurance. Which is why when a company called Geico became a client everyone hoped the campaign wouldn’t end up on their desk. Noel ultimately got stuck with Geico. His job was help them somehow figure out a clever, not painfully boring way to explain how simple it was for people to sign up for their insurance online.

Maybe you see where this is going.

But you don’t know where it came from.

Starlee Kine guides us back through the surprisingculturally rich path of inspiration that ultimately resulted incommercial for an insurance company.

This story originally appeared at Pop Up Magazine #6 in San Francisco.

Piece Description

[For Director's Cut, go to: http://www.prx.org/pieces/89179-99-invisible-57-what-gave-you-that-idea-direct]

Starlee Kine’s friend Noel works in advertising. In 2003, Noel was working in at an agency in Richmond, VA. Everyone wanted to work on flashy spots like Apple or Nike or Gatorade. Do you know what wasn’t flashy? Insurance. Which is why when a company called Geico became a client everyone hoped the campaign wouldn’t end up on their desk. Noel ultimately got stuck with Geico. His job was help them somehow figure out a clever, not painfully boring way to explain how simple it was for people to sign up for their insurance online.

Maybe you see where this is going.

But you don’t know where it came from.

Starlee Kine guides us back through the surprisingculturally rich path of inspiration that ultimately resulted incommercial for an insurance company.

This story originally appeared at Pop Up Magazine #6 in San Francisco.