Sports sponsorships are crowded. Most brands stop at a logo on the broadcast, and fans scroll right past it. GEICO needed its TNF partnership to earn attention on social, not just on screen.

Fans already loved Andrew Whitworth’s off-field persona: the warm, competitive family man. Social humor works best when it builds on a personality people already like, so the content should feel like more Whitworth, not more GEICO.

GEICO’s wider campaign put Whitworth in a multi-round baking competition. Instead of just reposting it, we broke each round into short, social-first moments, such as the trash talk, the kitchen disasters and the reveals. We then built custom content that pushed the comedy further for each platform. The result was a running series that kept the partnership alive between Thursdays and made GEICO part of the fan conversation, not a break from it.