Marketing News: Boyz II Men Make Chronic Flatulence Sound Good!


Philly’s favourite sons, Boyz II Men, can make pretty much anything sound good — including medical side effects like “dizziness, nausea, sweaty eyelids and, in severe cases, chronic flatulence”!

The multi-Grammy Award winning Boyz are fronting insurance firm Geico’s latest “It’s What You Do” ad campaign. In the “Side Effects” ad, a woman at a pharmacy gets a breakdown on the side-effects of her medication’s side-effects from the trio of Nathan Morris, Shawn Stockman and Wanya Morris.

A voiceover says, “If you’re Boyz II Men, you can make anything sound good. It’s what you do. If you want to save 15% or more, you switch to Geico.”

The campaign is the brainchild of The Martin Agency and “Side Effects” is part of a wider sub-campaign in which Boyz II Men help breakdown all kinds of bad news with their brand of smooth.

“We actually came up with the idea of the spot first: When you’re — fill in the blank — you make anything sound good,” says Neel Williams, creative director for The Martin Agency. “We needed a smooth singer or singing group to make the spot work, and Boyz II Men was our very first choice. They fell right in the sweet spot of impressive talent and feel-good nostalgia. We wrote them into the script from Day One.”

Justin Harris, associate creative director for The Martin Agency, shares, “Nathan, Wanya and Shawn were so collaborative and easy to work with”. He adds, “The process was surreal, to be sitting in a conference room with these amazing singers and throwing around lyrics like ‘chronic flatulence’ and ‘excessive earwax.’ It was a mixture of laughter and amazement because they honestly do make everything sound good.”

As part of the campaign, Boyz II Men will also perform live on Geico’s Facebook Page on June 25.

Geico’s YouTube channel also includes the hilarious out-takes and bloopers for “Side Effects”.

What do you think of this campaign? Perfect harmony or out of tune? Let us know your thoughts!


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