Where I ended up at, is how you could convincingly display value in 30-90 seconds on the following 3 points: ease of use, low cost, reliable/trusted name? Furthermore, even if they did a campaign with a central theme and just covered each point in a different commercial I’m still not convinced it would come across.

In the end I think humor, breaking the value positioning up into 3 separate messages, and building 3 mascots underneath them was the most effective use of ad dollars. As you pointed out there is the side benefit of being able to hit an audience with any one of the 3 ads, in case they didn’t like the other two.

Several of your other posts have highlighted the need for consumer choice and variety in the marketplace. Geico has captured that! If you don’t prefer the caveman commericals, then maybe you will like the gecko.. or you will get that stupid song stuck in your head with the money. However you slice it, they have done their job of making you remember the brand (regardless of whether or not you remember what they are selling).

I think they have done an outstanding job of communicating the message.