"Happier than the Pillsbury Doughboy on His Way to a Baking Convention"

One of GEICO's new commercials features the Pillsbury Doughboy and is titled "Happier than the Pillsbury Doughboy on His Way to a Baking Convention".  Take a look...



The ad is highly entertaining and conveys positive emotions for the Pillsbury Doughboy.  My problem with this advertisement is I'd expect very low recall for GEICO.  So while it may entertain, I'd be surprised if it moved the needle much in sales for GEICO.  On the other hand Pillsbury might expect to see a nice little halo from the commercial as it allows consumers to connect with the Doughboy.

GEICO Dough Boy commercial - Pillsbury Doughboy scores, GEICO loses