Prime-time television ads hurt product sales; However, it is unlikely that anyone will buy a product in an advertisement that is insufficient or just plain bad. The Hump Day commercial, shown during the Super Bowl XLVIII pregame show, got a lot of laughs from a talking camel walking into an office and asking workers "What day is it?" » One day, a worker named Leslie tells the camel that today is hump day, the camel screams in excitement (Geico, 2013). The “Hump Day” ad portrayed Geico unprofessionally on the criteria of presentation, product placement and messaging, and should be replaced with a more respectable ad that shows consumers that Geico is a qualified choice. Presentation is everything when it comes to marketing a product or brand. The advertisement titled “Hump Day” (Geico, 2013) was unsuccessful in its overall presentation due to the lack of business integrity carried out by the attitude of the advertisement. A study by George Anghelcev at Penn State University suggests that "strong support for the predicted congruence effect in execution style on all three dependent measures (attitude toward the ad, attitude toward the brand, and intention to purchase)” (p. 7, 2013). The study shows that the main points of attention that advertising agencies should focus on are the way in which overall advertising is presented to the audience and the attitude of the way in which it is presented. In Geico's "Hump Day" commercial, she impresses the audience with a comical animal, though. it undermines the brand's effectiveness by drawing attention to the comedy, not the product itself. The comical aspect of the ad suggests that insurance is a big joke, and that... middle of paper..... . happy with their choice. This is very clear in the example and in the conversation of the two men (Geico, 2013). The excitement of the camel is a symbol of customers who have purchased insurance from Geico by representing the happiness people have while picking. Geico. Works Cited Anghelcev, G. (2013). The impact of attentional focus on advertising effectiveness: the case of congruity effects. International Journal of Integrated Marketing Communications, Scharrer, E., Bergstrom, A., Paradise, A., & Ren, Q. (2006). Laugh so as not to cry: humor and aggression in television commercial content. Journal Of Broadcasting & Electronic MediaTeixeira, T., Wedel, M. and Pieters, R. (2012). To skip or not to skip: HOW to insert the brand in television advertisements to minimize avoidance. Gfk-Marketing Intelligence Review, 4(1), 14-23. From the Business Source Complete database