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02/18/2007: "Advertising Shouldn't Be Entertainment, it Should Sell."

I know. You love the Geico television commercials. They're cute. They're well written. The acting is wonderful. But let me ask you, what do they have to do with insurance?

"It's so easy a caveman could do it."

Okay. What's so easy? And what's it got to do with insurance? And do the spots sell insurance?

Ad agencies love the spots. Creatives love them. This is what copywriters love to write. I ask you, why don't they write for television sitcoms? Because while these may be cute and funny and entertaining, I don't see how they tell you a thing about why you should turn to Geico.

Copywriters who can't sell but who write entertainment should consider writing for television. They may win Addy awards. But the value of a copywriter is how much he or she can sell. Period.