For more than 25 years, Geico has been working with The Martin Agency. Together, this insurance provider and its advertising agency have created an enormous catalog of witty campaigns for television, radio, and digital media. Several principles are followed in the creation of Geico's ads, including light humor and clarity of brand. Following these principles, The Martin Agency has created a broad range of recognizable characters and ads for Geico, including the Hump Day campaign and, of course, Geico's famous gecko commercials.