Creepy and Kooky

Is it just me or are brand icons and mascot type influences all weird and off-putting today? Once upon a time advertising logo icons were friendly and happy. Perhaps it was because it was a simpler time. Everyone has fond memories of Tony the Tiger, Snap, Crackle and Pop, Charlie the Tuna, Count Chocula and Frankenberry. The list goes on and on. There truly is a priceless MasterCard commercial that features all of these great icons; from Chef Boyardee to the Jolly Green Giant to Charlie to the Vlasic pickle guy. It's a great spot and recalls fond memories. There's no questioning the emotional attachment you had with these iconic figures and the products they represented. In fact, many of them are in the Advertising Hall of Fame. It speaks volumes about their effectiveness, impact and longevity.

Fast forward to the 2000's and you'll find that brand logo icons and mascots are far different in today's world. Gone are the friendly, smiling faces. In their place are icons that are just plain weird and off-putting. Do they work? Geico leads the pack with not one but three different mascots. The first is the ubiquitous caveman who continues to be everywhere, even bringing in look-alike brothers and friends. Stop it! Once was enough. You would have thought the caveman had run its course but they continue to find fresh ways to present the selling proposition that pricing and buying insurance from Geico is just plain simple. The caveman works, but like many things in today's what have you done for me world, he was overextended and the TV show bombed. I guess there's only so far you can take your mascot.

Maybe Geico is figuring that the caveman has outlived his usefulness putting more emphasis against the googly-eyed character. This one is flat out weird with a stack full of money and a pair of round eyes staring back at you in all kinds of different settings. Yes, it's about the money you can save with Geico. But, every time I see it, it bugs me. I'm not the target audience, or maybe I am; but it just is irritating. The question is, are both Geico icons cutting through and getting noticed? That's the key. For my money, the original gecko was the first and the best.

Geico isn't alone in the weirdo mascot game. Six Flags Great Adventure has brought back Mr. Six, a goofy looking old guy with oversized glasses in a tuxedo who dances around the Great Adventure Theme Park. It seems like he's enjoying himself at the park; but frankly, as a parent I wouldn't want him anywhere near my kids. But, people I work with who have kids say that they immediately perk up and start dancing along to Mr. Six and his catchy tune every time a Six Flags spot comes on the telly; the same kids who will continually harp on and beg their parents to take them to Six Flags. Maybe Mr. Six will be there to give out autographs and pictures.

New York State Lottery is following the same game plan as Six Flags with their own creepy guy called "A Little Bit of Luck." A Little Bit of Luck is a tiny guy with an oversized head with big glasses much like Mr. Six. He's also into musical numbers and dancing. Perhaps Mr. Six and A Little Bit of Luck can appear on Dancing with the Stars this fall. A Little Bit of Luck prances around to his theme song and he even has friends called "Lots of Luck" and "Down on His Luck." The spots only run in the New York markets so here's a look to see if you all like A Little Bit of Luck. I have a friend who's totally creeped out by A Little Bit of Luck. He can't stand him but he remembers him.

Perhaps the creepiest mascot is the Burger King. He turns up in people's beds, hides behind trees and appears as the futuristic BK3000. He definitely freaks me out. But, I'm not the demo - boys and men, 16-24 are!! They consume massive amounts of fast food. They love the King. They desire Whoppers just as much. They can have the King - just keep him out of my bed.

It's all a matter of taste. The newest icons have one thing in common with those of the past. They make an emotional connection, and move product. You could argue that some of them will be in the Advertising Hall of Fame at some point in the future. Move over Pop 'N Fresh and Betty Crocker - it's a whole new world.

I prefer to keep my creepy and kooky memories fondly embedded with the Addams Family and the Munster clan at 1313 Mockingbird Lane.