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GEICO advertising campaigns are known for using humor and satire, often featuring distinctive characters such as the company's mascot, the GEICO gecko. The advertising strategy incorporates a saturation-level amount of print (primarily mail circulars) and televisionparody advertisements, as well as radio advertisements. A common line used by GEICO is "15 minutes could save you 15% or more on car insurance."
Warren Buffett, owner of GEICO parent Berkshire Hathaway, has stated that he would spend $2 billion on GEICO ads if he could, approximately double the spending in 2012, which was $1.1 billion, over twice that of second place Progressive Corporation, with 6.8% of premiums going into commercials. However, this is offset by not paying agents commissions, since GEICO uses a direct to consumer model. This has resulted in GEICO being the second largest auto insurer in the United States (behind State Farm).
Many of the most prominent TV ad campaigns, such as the GEICO Gecko, the GEICO Cavemen, the Rhetorical Questions campaign featuring Mike McGlone, Maxwell the Pig, and the GEICO Hump Day Camel were developed by The Martin Agency.
Animated advertisements were part of the early GEICO Direct ads as well as the "Dumb Things" campaign. The 15-second long commercials, animated by Bill Plympton, featured a curious little man walking up to an object and eventually getting hurt due to his curiosity of the object. One of the commercials, for example, involved him finding a cannon and pressing a button, causing a resulting cannonball to fire out and stick to his face. The original saying in the commercial was "You could still save money on car insurance. Even if you made a few mistakes."; later modified to "We all do dumb things. Paying too much for car insurance doesn't have to be one of them."
The GEICO Gecko
The company's ads sometimes focus on its reptilian mascot, The Gecko, an anthropomorphicDay Gecko created by The Martin Agency, later modified to a CGI creature by Framestore CFC. The gecko first appeared in 1999 during the Screen Actors Guildstrike that prevented the use of live actors. The original commercial features the Gecko, voiced by actor Kelsey Grammer, who climbs onto a microphone on a podium and utters "This is my final plea: I am a gecko, not to be confused with GEICO, which could save you hundreds on car insurance. So, STOP CALLING ME!", before licking his eye. Later "wrong number" ads used Dave Kelly as the voice of the gecko. In the subsequent commercials with Jake Wood (which portray him as a representative of the company), the gecko speaks with a British Cockneyaccent, because it would be unexpected, according to Martin Agency's Steve Bassett. In 2010s commercials the gecko's accent is more working-class, perhaps in an effort to further "humanize" him. "As computer animation got better and as we got to know the character better, we did a few things," says Steve Bassett, creative director at The Martin Agency. "We wanted to make him a little more guy-next-door. And he looks a lot more real than he's looked before."
Maxwell the Pig
Maxwell is an anthropomorphic talking pig and something of a recurring character in a few GEICO advertisements. Maxwell debuted in an installment of the Rhetorical Questions campaign as the "little piggy who cried 'wee wee wee' all the way home" (referencing the famous nursery rhyme "This Little Piggy") being driven home by a friend's mother, squealing along the way. While Maxwell was originally intended as a one-time character, the popularity of his debut commercial resulted in him being spun off into his own series of commercials which usually feature him as a tech-savvy, informative pig who is most concerned with his GEICO-related objects.
A popular series of well-received advertisements uses cavemen as pitchmen. Also developed by the Martin Agency, the ads center on Neanderthal-like cavemen, no different from modern-day individuals (outside of the somewhat pre-historic facial features), encountering either an ad or commercial with the tagline "GEICO: so easy a caveman could do it," followed by their disgust with the supposed stereotype of caveman stupidity. The ads posit a world where cavemen are still alive and active members of society in the present day, behaving and living nothing at all like the stereotypical caveman. The main characters presented in the ads are affluent, educated, and cultured, eating at fancy restaurants, going to exclusive parties, and seeing their therapists (portrayed in the commercials by two-time Oscar-nominated actress Talia Shire). The humor revolves around the relative normality of the cavemen's presence and their reactions to the stereotype represented in the ads, and their attempts at defending themselves from the stereotype.
The ads were so successful that the commercial actors are appearing in a successful series of interactive websites written and produced by GEICO's in-house creative team at Caveman's Crib and most recently, iHeartcavemen. A spin off TV series, titled Cavemen and starring new actors, debuted on ABC in October 2007 to overwhelmingly negative critical reaction. It was canceled after only six episodes were aired.
Another common theme is misdirection, in which the commercial appears to be about an unrelated product (or, in fact, may not even be a commercial), suddenly changing to become a plug for GEICO. The commercials use a variety of fictional characters such as Speed Racer, Chatty Cathy, Jed Clampett, and Bill Dutchess. Other commercials relate to a hair loss doctor who has saved by switching to GEICO, a nature show about a fish, and a soap opera of a couple who are breaking up. Another set of GEICO ads involved a fictional reality show called "Tiny House" in which contestants were forced to live in a half-scale house.
An additional commercial theme is the promotion of fictional products. In 2006 parody ads featured such products as long distance phone service, tomato soda, fast-food, a reality TV show, dolls, and even poking fun at the Old Navy commercials - in all cases, the parody portion of the ad ends with "but it won't save you any money on car insurance." After the GEICO slogan is heard, the commercials end with "Why haven't you called GEICO?"
The parody pitch crossed over to the Caveman campaign in 2007, in a 10-second spot that appears to be a talking heads news interview, but features the popular caveman.
Actor Scott Whyte has made a series of commercial parodies, calling the company, "Schmeiko", while performing a series of impressions.
"I've got good news"
In another ad campaign, a character would be breaking bad news to another (such as a baseball manager replacing a struggling pitcher with a reliever), but then offers helpfully, "I've got good news: I just saved a bunch of money on my car insurance by switching to GEICO!" That news, of course, is of no immediate use at all to the other character(s). Some of the ads were parodies and/or featured celebrities including, for example, Esteban; one featured the popular anime character Speed Racer. The exchange became parodied for a time while the ads were popular. One of the most watched "I've got good news" spots was a soap opera parody featuring television actor Sebastian Siegel.
In another series of ads, a GEICO pitchman is played by actor Jerry Lambert in an extremely bland and understated way, parodying the stereotype of an insurance man, such as reading to a group of uninterested children from a book of fairy tales about insurance. In one segment, he reads a supposed e-mail from a viewer saying it would be "da bomb" (i.e., something good), if the Gecko would do a dance called "The Robot". Cut to the Gecko doing that dance smoothly and gracefully (to the tune of a not-for-public-sale melody called "Sweet World" by a group called Omega Men, which was used in the arcade video game In the Groove 2) and then back to the insurance salesman attempting to do the same dance, seemingly more stiffly than an actual robot would. The newest commercial featuring the GEICO gecko depicts the Gecko receiving a business suit from the salesman, in order to present a more professional appearance, but he declines.
Real service, real savings
In this campaign, a real GEICO customer would present his/her testimonials, while a celebrity standing next to, or behind, the customer uses his/her signature styles to help get the customer's word across.
The slogan exclusive to this campaign is "GEICO: Real service, real savings".
GEICO also has several only blue-and-white ads, coined as "blueprint commercials", that focus on getting the point across that GEICO is "saving people money on more than just car insurance" (such as motorcycle, RV, boat, etc.), accompanied by the song "Gimme What I Want" by DCP Productions.
My Great Rides
In 2007, GEICO also launched a social networking site, My Great Rides, for motorcycle owners. My Great Rides is a place for cycle owners to share stories about trips they have taken on their bikes, as well as post pictures of their motorcycles, and comment on other members' stories and pictures. My Great Rides was taken down on February 27, 2012. 
The number 7 car of the NASCARNationwide Series is driven by Mike Wallace and was sponsored by GEICO prior to 2009. Commercials involving the race team are of a memorably disdainful young boy, played by actor Eddie Heffernan claiming to be a relative of Mike Wallace and being a better driver. The boy says, "When people see Mike Wallace and the GEICO number 7 doing well, they'll think of saving a bunch of money on car insurance. But when they see me, they'll say, 'There goes Lauren Wallace; the greatest thing to ever climb into a race car.'"
The commercials are sometimes presented in an interview fashion, where an unseen narrator speaks to the ambitious go-kart driver. "What do you think of Mike Wallace?" the child is asked, to which he responds, "Whatever, he's out there selling car insurance, I'm out there to win." When questioned on his relation to the NASCAR driver, Lauren shakes his head and concludes, "I didn't say I wouldn't go fishing with the man, all I'm saying is if he comes near me, I'll put him in the wall." To which the narrator questions him, "You don't race in the Busch Series." Lauren replies "Listen, go-kart track, grocery store, those remote controlled boats; when it comes to Mike Wallace the story ends with me putting him in the wall."
New ads in this lineup include Lauren referring to himself as being, "100 miles away and ready to strike," and "lightning in a bottle."
The success of those ads resulted in the launch of an interactive website written and produced by GEICO's in-house creative team at GEICO Garage. The site includes cameo appearances by Lauren Wallace and drivers Mike Wallace, his daughter Chrissy Wallace, Speed TV's Tommy Kendall, Paul Tracy, Christian Fittipaldi and Max Papis.
15 Minutes Online
Reminiscent of the old "Stupid Things" commercials, these show videos of people doing stupid things, such as running in hallways with pillows, done YouTube style. YouTube celebrity Brandon Hardesty also appeared in one such commercial, which included a clip from one of his famous Strange Faces videos.
TRS: The Real Scoop
Introduced in September, 2007, this series of ads features an E! True Hollywood Story-type show about famed fictional characters such as Fred Flintstone, Jed Clampett, and even a Cabbage Patch Kid named Ben Winkler claiming to have their cars (the Flintmobile, Jed's 1923 Oldsmobile truck, and a Plymouth Reliant, respectively) insured by GEICO, featuring interviews with made-up investigators (however, the Ben Winkler spot does not have an interview). These commercials were voiced over by narrator David O'Brien.
The money you could be saving
In 2008, GEICO began airing a series of television ads featuring "the money you could be saving", in the form of two paper-banded stacks of U.S. banknotes with a pair of Googly eyes on top. In some commercials, someone discovers this character sitting nearby, and in others it simply stares at the camera while a voice-over talks about how it wants you to save money. These ads includes a remix by Mysto & Pizzi of the 1980s song "Somebody's Watching Me". During the Halloween 2009 season, GEICO tied in with HBO's True Blood series on bus bench ads and dressed up Kash in fang dentures.
Talking inanimate objects
In 2009, GEICO began a series of commercials featuring talking inanimate objects doing damage to cars. So far, they have used a talking tree limb falling on a windshield and breaking it. The tree limb makes fun of the car right before a smaller limb falls on the hood.
The next one is a talking pothole with a thick southern belle accent causing a flat tire. The pothole somewhat apologizes then says she'll get her cell phone out and call a wrecker before realizing that she doesn't have one because she's a pothole.
Rhetorical Questions Campaign
Toward the end of 2009 until early 2012, GEICO introduced another advertising campaign in which Mike McGlone walks into an empty room and queries the viewer, "Could switching to GEICO really save you 15% or more on car insurance?" After this, he pauses and then asks a rhetorical and/or obvious question which is immediately followed by a scene cut to the subject at hand.
Is Ed "Too Tall" Jones too tall? (Cuts to Jones in a doctor's office being measured for his height, even though he is too tall for the maximum length of the measure. The nurse then says, "I'm just gonna guesstimate.")
Does Charlie Daniels play a mean fiddle? (Cuts to Daniels energetically playing a fiddle in a classy restaurant after taking it from a violinist. Once he finishes, he hands it back and states "That's how you do it, son".)
Does Elmer Fudd have trouble with the letter R? (Cuts to Elmer hunting and telling the audience to be "vewy quiet" while he's "hunting wabbits", the director correcting his rhotacism to the former's frustration, and eventually stalking off the screen while muttering about how "this diwector is starting to wub me the wong way".)
Did The Waltons take way too long to say good night? (Cuts to the Walton family saying "good night" to each other numerous times.)
Does a ten pound bag of flour make a really big biscuit? (Cuts to a child buttering an enormous biscuit on the kitchen counter humming as his mom walks in with a dismayed look upon her face.)
Did the caveman invent fire? (Cuts to the GEICO caveman sitting in a living room on a couch with a female companion. He looks disdainfully at the camera, then activates the fireplace by remote control before scowling at the camera once more.)
Was Abe Lincoln honest? (Cuts to an old-style black and white film of Mary Todd Lincoln asking "Does this dress make my backside look big?" After a lengthy pause and deliberation, Lincoln sheepishly responds, saying "Perhaps a...", interrupted as she gets up and walks out perturbed.)
Is having a snowball fight with pitching great Randy Johnson a bad idea? (Cuts to Johnson helping a man to his feet, the latter with a hole in the arm of his jacket, in a snowy street. After lamenting the heavily damaged garage door behind them, they agree to go sledding instead.)
Is a bird in the hand worth two in the bush? (Cuts to an Antiques Roadshow appraiser examining a small statue of a human hand holding a bird. He tells the statue's owner that it is indeed worth at least two in the bush.)
Can fútbol announcer Andrés Cantor make any sport exciting? (Cuts to Cantor loudly and energetically calling a slow-paced chess match. When one player makes a move, he yells his trademark "¡GOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOL!" much to the players' annoyance.)
Does a former drill sergeant make a terrible therapist? (Cuts to R. Lee Ermey talking to a man on a psychiatrist's couch, then abruptly yelling at him for crying and then throws a box of tissues at him, calling him a crybaby.)
Do woodchucks chuck wood? (Cuts to a jovial pair of woodchucks throwing chopped logs into a pond and being admonished by the farmer who chopped them.)
Did the little piggy cry 'wee wee wee' all the way home? (Cuts to a pig named Maxwell riding in the back seat of an SUV holding pinwheels, yelling "wee wee wee" out the window, before being dropped off at his house by his friend's exasperated mother.) (See section Maxwell the Pig)
Does it take two to tango? (Cuts to a man and woman dancing the tango while another man tries to dance with them.)
What, do you live under a rock? (Cuts to a man living underground who moves a rock so he can raise his head above ground to see outside, and then gets excited when he sees a GEICO billboard and invites his friend Rick to move his own rock and take a peek.)
Does the buck stop here? (The camera zooms out as a deer walks onto the soundstage and stops next to McGlone, who then shrugs his shoulders.)
Do dogs chase cats? (Cuts to a dog and cat engaged in a Bullitt-style car chase.)
Is the pen mightier than the sword? (Cuts to a ninja menacingly demonstrating his swordsmanship to his opponent, who countermaneuvers by using a pen to sign for the delivery of his new taser, with which he promptly defeats the ninja.)
Would Foghorn Leghorn make a really bad book narrator? (Cuts to a recording studio where Foghorn is reading A Tale of Two Cities—his ad-libbing and talking over the director cause an exasperated Henery Hawk to get up from the control panel and whack him with a club.)
Do people use smartphones to do dumb things? (Cuts to 3 office workers using very silly smartphone apps to help celebrate the end of the workweek.)
Would helium make opera sound less stuffy? (Cuts to male opera singer singing "Largo al factotum" in a deep voice, then inhaling helium, and continuing in a high-pitched voice.)
Do mimes make even less sense when you can't see them? (Cuts to a narrator describing a mime pretending to be inside an invisible box.)
Is sneaking out of a really boring meeting while wearing tap shoes a bad idea? (Cuts to a boring meeting with tap shoes in the background, until the boss catches on.)
Does a rolling stone gather no moss? (Cuts to the sound of a boulder rolling through various things until it crashes to a stop, with McGlone then saying, "No moss -- you're gonna have to trust me on this one.")
Do only dogs hear dog whistles? (Cuts to the sound of someone breathing in, then blowing in a dog whistle a few times, before being interrupted by several barking dogs.)
If a tree falls in the forest and no one is around, does it make a noise? (Cuts to the sound of a tree falling and crashing, with McGlone then saying, "Yep.")
Is texting getting way out of hand? (McGlone then begins to elaborate, but is interrupted and distracted by several incoming texts, ultimately responding to one message with "LOL, UR my BFF.")
Can you find anything on the internet?
Another series of radio ads that debuted around the time of the rhetorical questions campaign air as part of two daily news factoids. One concerns business news and the other is an "on this day in history"-style piece referred to as "Today in Time." Two fifteen-second ads featuring the Gecko are played during the spots.
Short Stories and Tall Tales
Starting in 2010, there have been TV commercials in which a nursery rhyme, being read to the audience from an illustrated book entitled Short Stories and Tall Tales, turns into an ad for GEICO homeowner's insurance:
Three middle school girls criticize on what the man is eating, only to watch his weight.
A family forming their own theme park.
Boy Scouts using paintball guns to decorate a couple's living room.
A man adopting a pet possum for his kids, as a cheaper alternative to a puppy.
A man who tries to cut his wife's hair, while she sleeps, instead of going to the hairstylist.
A man who can only rely on toll-free numbers.
A man consolidating his 5 daughters' weddings into one day.
A woman carpooling with her daughter's school bus.
An umpire who cannot pay for his contacts, using the lost pair of eyeglasses he found.
A man turning his bathroom shower into an amusement attraction, instead of taking his family to an amusement park.
A man using carrier pigeons to send letters because of the high cost of postage stamps.
A man who can't spend money on the Internet for his home, thus using his neighbor's unprotected connection.
A woman who is dreaming of being in Machu Picchu because she cannot buy Airline tickets.
This campaign shows two people in a sticky situation. One of them is not as worried as the other, explaining "I'm looking on the bright side. I save 15% on my car insurance by switching to GEICO." Commercials from this campaign include:
A magician feels guilty for sawing his assistant in half.
A woman and her neighbor observe a fallen giant in the middle of her garden.
Two fisherman are being abducted by aliens and fear what the aliens are going to do with them.
Divers have been swallowed by a whale.
Get Happy, Get GEICO
Starting in 2012, GEICO ran TV commercials in which bluegrass pickers named Ronny (played by director/musician Alex Harvey) and Jimmy (played by actor/comedian Timothy Ryan Cole), respectively, talk about how happy saving money on insurance can make someone, and using examples intended to be humorous:
Happier than Gallagher at a Farmer's Market: Gallagher runs amok at a farmer's market, smashing watermelons with a huge mallet and laughing maniacally.
Happier than a Bodybuilder Directing Traffic: A smiling bodybuilder is standing in an intersection and directing traffic while striking poses.
Happier than Christopher Columbus with Speedboats: Christopher Columbus is shown on a speeding motoboat, accompanied by two other boats, while a crew member looks seasick.
Happier than Eddie Money running a travel agency: A family is shown sitting in front of a desk in an office. An excited Eddie Money is then shown behind the desk holding airline tickets, where he begins singing (a capella), "Two Tickets to Paradise" while the family appears increasingly annoyed.
Happier than a Witch at a Broom Factory: A witch is seen flying around on a broom inside of a broom factory. She lands and demands another broom from one of the employees and begins flying again, laughing and having fun.
Happier than a Slinky on an Escalator: A Slinky is seen stepping backwards on an up escalator. While the Slinky goes backwards, others try to avoid it as they go to work and the slinky says "This is Awesome!" 
Happier than an Antelope with Nightvision Goggles: Two antelope are seen watching a lion through nightvision goggles. The two are secretly laughing at the lion and his poor stealth skills (they incorrectly and sarcastically label the lion as "king of the jungle" - the correct term is "king of beasts").
Happier than Dikembe Mutumbo Blocking a Shot: Dikembe Mutumbo appears blocking various things that people throw, such as a crumpled piece of paper, a pile of laundry, and a box of cereal. The GEICO Logo then appears and Mutumbo knocks off the "G".
Happier than Paul Revere with a Cell Phone: Paul Revere who is inside a home in Concord, Massachusetts, notices a bell ringing from a church. As he looks out the window, he calls on his cell phone and warns that the British are coming. Afterwards, he returns to his guests and plays charades.
Happier than Dracula Participating at a Blood Drive: At a blood drive, Dracula asks a man his blood type and what he ate today. The man replies either A or B positive and that he ate Lebanese food. Dracula says that he loves the Lebanese. He then excitedly decides to skip the formalities and "get started". He is then seen following the man out at the end.
Happier than the Pillsbury Doughboy on his way to a Baking Convention: At an airport, the Pillsbury Doughboy is going through airport security, but every time the security guard tries to pat him down, he is easily tickled. He promises to hold it together, but keeps failing. Once he gets on his way, the Doughboy sings along as they continue playing guitar.
Happier than a Camel on Wednesday: At an office, a camel asks workers what day it is. A woman (originally named Leslie) tells him that it is Hump Day. The camel whoops with excitement. This commercial soon became popular and inspired a popular meme. The camel appeared in the pregame show of Super Bowl XLVIII where he was named Caleb. Caleb also appeared with the Gecko in a crossover ad with M&M's.
Museum of Modern Insurance
This campaign involves paintings in a museum talking to each other. It is also known as the "GEICO Portraits Gallery".
A mountain climber in an "ACHIEVEMENT" motivational picture feels accomplished for climbing the mountain. The cat in the painting beneath says he saved hundreds on car insurance with GEICO, and draws a question mark next to "ACHIEVEMENT".
An excited cat tells a mouse on a teeter-totter that he saved a bunch on car insurance with GEICO, and that they should celebrate. The mouse thinks this is a bad idea. The cat launches the mouse into the air and prepares to eat him, but is beaten to it by an eagle in the motivational picture above.
A teacher asks his student to fill in the blank: "Fifteen Minutes could save you [blank] on car insurance." The student answers 9%, which the teacher says is incorrect and asks his pterodactyls, Steve and Rick to "go to work," to which the student replies "Not again!".
A painting of Washington crossing the Delaware River notices a cat in front of them, and proceeds to ask the cat to get out of the way, claiming he doesn't want her to scratch the vessel, "for [he is] drifting, uninsured." She tells him that he needs to get insured right "meow," via calling GEICO. Her torso then falls off the painting to reveal a phone keypad, and one of the rowers pushes the buttons with his oar.
Dogs player poker ask for their friend called Rudy/Mr.Tickles, who is in a photo of him and his owner. The owner saved so much money by switching to GEICO that he wanted a photo to commemorate the occasion.
Uncle Sam talks to a family of people wearing "mom jeans".
A little girl asks her mother where babies come from, and in return the mother asks if her daughter knew that GEICO was saving people money for over 75 years. The mother then shouts "DINNER!" before the daughter can ask her question again.
Two 1980s valley girls fall for a band student whose grandparents have been saving money with GEICO for more than 75 years. The photo for the band student is the same photo used for the meme "PTSD Clarinet Boy".
Did You Know?
Starting in 2013, a series of commercials was broadcast in which one person reads a GEICO "15 percent" ad and a second person says "Everybody knows that," to which the first person says, "Well, did you know..." followed by an amusing (and fictional) "fact" which is then illustrated in a cutaway scene. This is followed by the announcer saying, "GEICO: 15 minutes could save you--Well, you know."
Did You Know That Some Owls Aren't That Wise?: An owl is talking to her owl husband about her friend Megan, and the husband owl keeps saying, "Who?"
Did You Know Old MacDonald Was a Really Bad Speller?: Old MacDonald is a contestant in a spelling bee, and is asked to spell "cow". He spells it "C-O-W, E-I-E-I-O." The buzzer goes off, indicating that he's wrong, and he exclaims, "Dangnabbit." and exits the stage, exasperated.
Did you know the Ancient Pyramids were actually a mistake?: A Pharaoh is monitoring the construction of the Pyramids when he looks at the blueprints and sees that they were supposed to be cubes. He then says, "Uh-oh."
Did you know that when a tree falls in the woods and no one is there to hear it, it does make a sound?: An anthropomorphized tree starts to tip, leading the tree to start shouting that it's going to fall. As it falls, the tree screams until it hits the ground. The tree then asks, "A little help?"
Did You Know There Is an Oldest Trick in the Book?: In the Medieval era, an old man reads to a young apprentice from a large book: "Trick Number One... Lookest over there." The apprentice looks in the direction indicated, and the old man says, "Ha-ha! Madest thou look. So endeth the trick."
Did You Know Auctioneers Make Bad Grocery Store Clerks?: A cashier in a grocery store tells a customer what the total of her purchase is, then starts rapidly "auctioning" it, taking bids from the woman and the man in line behind her.
Did You Know Pinocchio Was a Bad Motivational Speaker?: A life-size Pinocchio gives a speech about noticing untapped potential. He points to a select few saying, "You have potential", but his nose grows every time, revealing that he was lying, shocking the audience.
Did You Know Bad News Doesn't Always Travel Fast?: A boss, personified as a snail, fires one of his employees, Todd. He then says, "Well, gotta run", and slowly crawls away.
Did You Know Game Show Hosts Should Only Host Game Shows?: A game show host delivers the wedding vows at a wedding, but he asks the bride if she takes her husband or a new sports car, at which point the camera cuts to the car being given away as a prize. She dumps her husband for the car right there at the altar.