utilizes the halo effect, among other things, to get you to feel positively about them. (Name recognition, too.) The best elements of their marketing don't get noticed as marketing, indeed don't get noticed at all.

That's a good strategy when you have GEICO's name recognition. If you don't, maybe getting noticed isn't such a bad thing. And maybe "One Weird Trick" is a gimmick, but then so is GEICO's caveman series - which is also associated with a stereotype of someone being stupid. Does the gimmick really matter once folks have clicked on your stuff and want to see what it's about? That's your chance to build some positive name recognition.