After spending months in hiding, Maxwell the Pig is back to promote Geico’s new smartphone app. But he’s undergone one major change: he has stopped shouting “Wheeee.”
While it’s always risky to change a spokesperson … er, spokesanimal’s … signature move, this makeover is probably a good thing. For everything the smooth Australian accent of the Geico gecko is, Maxwell’s shrill “wheeee” exaltations is not. So people who just got the ringing in their ears to stop can rest easy and watch CNBC without fear.
The spot, created by The Martin Agency, shows Maxwell using his smartphone on a plane that’s beginning its descent. When flight attendants ask him to power down his “little word game” — poking fun at Alec Baldwin’s Words with Friends incident last year — Maxwell explains that he’s really just paying his insurance bill. And he does so without the Baldwin-esque vitriol. Or even a squeal.
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