Randy Jackson Finds New Gig Judging a ‘Dawg’ Show in Geico’s Latest Ad

Westminster Kennel Club awaits

Music producer and American Idol judge Randy Jackson calls people “dog” so much, it became the central gag of a new Gecio ad.

This spot by The Martin Agency, titled “Dawg,” sees Jackson lend his patented brand of vague critiques to a kennel club dog show. He’s also wearing what looks like Will Smith’s prep school jacket from The Fresh Prince of Bel-Air.


There’s a behind-the-scenes video for “Dawg,” too, and it might be even more staged than the ad itself. Watching Jackson try to coach a poodle through scene banter is totally worth it, though. His comedic timing works much better in interactions. And I mean, it probably beats working with Stryper again.


“Dawg” is part of Geico’s “It’s Not Surprising” campaign, where most (if not all) of the ads are built around obvious wordplay. It’s one of the insurance company’s most charming marketing initiatives, and has been in play for over a year at this point.

CREDITS
Client: Geico
Vice President, Marketing: Ted Ward
Assistant Vice President, Marketing: Bill Brower
Marketing Director, Media, Advertising: Melissa Halicy
Brand Team Senior Supervisor: Gary Aurand
Brand Team Supervisor: Tom Perlozzo
Brand Team Planner: Brighid Griffin
Brand Team Planner: Julia Nass
Brand Team Buyer: Tim Ware

Agency: The Martin Agency
Chief Creative Officer: Joe Alexander
Group Creative Director: Steve Bassett
Creative Director: Sean Riley
Senior Copywriter: Ken Marcus
Executive Producer: Brett Alexander
Senior Content Producer: Brian Fox
Junior Content Producer: Catherine Kennedy
Business Affairs Supervisor: Suzanne Wieringo
Senior Financial Affairs Manager: Amy Trenz
Account Director: Ben Creasey
Account Supervisor: Allison Hensley
Account Supervisor: Jon Glomb
Account Executive: Allie Waller
Project Manager: Karen McEwen Gates
Financial Account Supervisor: Monica Cox

Production Company: RadicalMedia, LLC
Director: Steve Miller
Executive Producer: Gregg Carlesimo
Executive Producer: Frank Scherma
Head of Production: Cathy Dunn
Producer: Barbara Benson
Production Supervisor: Ted Liotopoulos
1st AD: Brian Stevens

Editorial Company: MackCut
Editor: Ian Mackenzie
Editorial Producer: Gina Pagano

VFX, Finishing, and Color: The Mill – New York
Finishing Executive Producer: Chris Kiser
Finishing Senior Producer: Colin Blaney
VFX Supervisor: Keith Sullivan

Audio Post Facility: Rainmaker Studios
Sound Designer and Mixer: Jeff McManus


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adfreakdk@gmail.com David Kiefaber is a frequent contributor to Adweek's creativity blog, AdFreak.