Behind the delightful success of Tag Team’s hit commercial with Geico How a classic tune and the hip-hop capital of the world brought the ad to life
French Vanilla. Rocky Road. Chocolate. Peanut Butter. Cookie Dough. When senior copywriter Roger Hailes penned those nine words, alongside just two measures of music, he probably didn’t know how many lives would be changed as a result. For the past two months, one commercial has overtaken the advertising world through an incredible coming together of a classic tune, a powerhouse marketing campaign and, of course, the hip-hop capital of the world: Atlanta. In the commercial, a woman is minding her business in her kitchen, when a disembodied voice asks Tasha (the character) if she’s familiar with their product. Then, in jest, Tag Team shows up and the magic begins. For some, 1993’s “Whoomp! (There It is)” by Tag Team is most easily described as a one-hit wonder. If you want to look more closely at the selection, one could qualify it as a Jock Jam, too. If you’ve really been paying attention, you know it’s seen quite a few spins on t...