Super Bowl LI Co-Branded Spot Campaign

In 2017, GEICO partnered with FOX Sports to amplify their popular “It’s Not Surprising” campaign during the lead-up to Super Bowl LI in Houston, TX. Featuring FOX NFL personalities Jimmy Johnson and Terry Bradshaw, the campaign introduced fans to the offbeat preparation routines of these beloved football icons before each pregame show.

These “surprising” vignettes not only captured the infectious spirit of FOX NFL Sunday but seamlessly integrated GEICO’s brand messaging into the Super Bowl pregame spectacle. From activities like pregame knitting to unveiling long-standing mysteries like Jimmy’s hair, the spots remained faithful to GEICO’s trademark humor and garnered significant attention from millions of NFL fans watching from home.