Everyone needs insurance. Gieco decided to use Little Richard as a celebrity endorsement (click here to view). The Gieco uses Richard, and his flamboyant antics to highlight some consumer problems and needs. The consumer says what he has a problem or need and Little Richard translates and interprets what's said by the consumer.
I find this ad effective in the way of comedic attention. Little Richard is definitely the most qualified person to tell someone what car insurance is right for them. It does get the name stuck in your head so when the consumer thinks about getting insurance they will think of Gieco.
Now celebrity endorsments can be bad. If a company uses a celebrity and then the celebrity goes out and does something negative like get caught with drugs, or have an affair the company could be hurt. The consumers will most likely not associate their buying power on a negative product. This is expressed in this article (click here to view).
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