I can’t believe there are no protests against the currently running Geico Insurance TV “torture” ad, which treats torture as normal, as acceptable business as usual. We don’t see torture because the theme of the ad is that all workers, even torturers, will play instead of “work” when the boss isn’t around. But the ad clearly treats torture as something acceptable. As such, it is an outrage.

The Ad Itself

In a medieval torture chamber, we see the boss of a group of tough-looking supposed torturers. The torturers have a prisoner tied to a large table. The boss asks what progress they are making with the prisoner and the torturers reply that the prisoner will soon tell them everything. They display vicious-looking weapons. But once the boss and his flunkies leave, the torturers turn the table over and we see the table is actually a ping-pong table, with the prisoner tied in the middle as a net. The theme of the ad is that goofing off at work, even work as torturing, is “what you do” and somehow you should decide to switch to Geico if you want to save money.

Ha! Ha! Ha! Torturers who goof off. How funny!

What’s Going On In The Ad?

Forget whether Geico is a good insurance company or whether you’ll really save the amount Geico claims you’ll save. I have no idea and no opinion.

What’s happening in our society when a major company decides it will be good for business to have a commercial portraying torture as normal, as a usual and customary part of society, as something to be accepted? Sure, we don’t really see torture in the ad. I can imagine the ad managers pitching the ad to Geico said something like, “See, when we say, ‘it’s what you do,’ why this even applies to people we usually don’t have a high opinion of. Who could be worse than torturers. So, this is satire, get it? The ad says even the worst people will goof off when their boss isn’t around because ‘it’s what you do’ and we want people to think getting Geico insurance ‘is what you do.’”

But the hidden message is, had the scene with the boss had the ad gone on a few seconds more with the boss present, the torturers would indeed have started torturing their prisoner. After all, that was their job. And doing your job is “what you do” when the boss is present.

Suppose we change the scene to Dachau or Auschwitz. The boss comes by and the workers say, “Yes, we’re definitely making progress with the prisoners.” Then the boss leaves and the workers take Jews off an incoming train to be spectators while they play soccer. No mistreatment of anybody. The workers are goofing off. Still so funny? How long could this go on before the workers decided they’d better get some work done and get going with their job of funneling the Jews into the “shower” rooms? Sure, we wouldn’t actually see any Jews being killed but wouldn’t that be the implied premise of the ad.

Not only does the Geico ad treat torture as a normal and acceptable part of society but it comes at a time in our country when we are engaged in a major and consequential debate about what actions our country, a democratic republic with a constitution that explicitly prohibits “cruel and unusual punishment,” may engage in against “suspected terrorists.” I write this shortly after the first, raucous, Republican debate of 2016, in which more than one candidate made it clear they believed the country could do anything the military wanted to against suspected terrorists. We are supposed to be a country of “rule of law,” but no candidate raised our Constitution (or anything else) as a protection against torture.

In my opinion, the ad is clearly not neutral on this issue—it expresses no moral disapproval whatsoever. The ad comes down squarely on the side of the argument that human rights are irrelevant—“we should do whatever the military decides is necessary to suspected terrorists.” And who is a “suspected terrorist?” It’s always vague and it’s usually people we don’t like.

Why No Protests?

Is this what our society has come to? Making fun of prisoners being tortured? Suppose we brought Abu Ghraib into the scenario. “Hey, let’s goof off from putting the prisoners in humiliating sexual positions and threatening them with dogs for a little while once the boss leaves.” Still funny?

I searched on Google and could find no protests of this ad. I can’t believe it. Well, I protest. Shame on you Geico!








About johnwagner

John Wagner is a retired lawyer and the author of: 1. Troubled Mission: Fighting For Love, Spirituality, and Human Rights in Violence-Ridden Peru, a memoir about his human rights work in Peru 2. Baby Boomer Army Brat, a coming-of-age memoir


  1. I certainly agree with you in principle. However, having said that, I have never seen the ad. Maybe they don’t broadcast it in the Midwest.
    I applaud your desire to heighten awareness of this and other issues that the American public meekly accept. It’s always good to have our thinking challenged and to question the status quo.

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