The Drum Awards Festival - Design and Metaverse

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By John McCarthy | Opinion editor

April 7, 2017 | 2 min read

Commercial activity around Marvel’s upcoming sci-fi/comedy Guardians of the Galaxy Vol. 2 has commenced, kicking off with a Geico Insurance partnership.

The brand’s gecko mascot daydreams while in the theatre, and in his fantasy he establishes a friendship with Vin Diesel’s newly reborn Guardians character Baby Groot.

The slot from The Martin Agency underlines that consumers can save money on their car insurance. He asks: “The Guardians of the Galaxy save the galaxy, I save people money, what if we team up?”

Geico Insurance

The ad rolls out exclusive footage of the newly reborn Groot character, with Geico unhappy the character is incapable of delivering lines other than ‘I am Groot’.

As a result, the line “Geico could save you fifteen percent or more...” remains undelivered.

The movie hits theatres 5 May. There seems to be a buzz around the launch with its Super Bowl trailer, by far the most discussed at this year’s big game.

Advertising Guardians of the Galaxy Marvel

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The Martin Agency

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