We get support from UC Davis, a globally ranked university, working to solve the world's most pressing problems in food, energy, health, education, and the environment.

UC Davis researchers collaborate and innovate in California and around the globe to find transformational solutions.

It's all part of the university's mission to promote quality of life for all living things.

Find out more at 21stCentury.ucdavis.edu

This is 99% Invisible. I'm Roman Mars.

My friend Noel works in advertising.

That is Starly Kind. And this is her friend Noel.

My name is Noel Ritter and I'm an associate creative director.

What is a associate creative director do?

A voice. An associate creative director. Guides, helps. Helps. Oh my God. I don't know what I do.

In 2003, Noel was working at an agency in Richmond, Virginia.

Everyone wanted to work on flashy spots like Apple or Nike or Gatorade.

Do you know what wasn't flashy? Insurance.

Which is why when a company called Geico became a client, everyone hoped the campaign would end up on their desk.

People would run the other way when the creative director for Geico would come down the way.

Literally? Yeah, definitely some ducking was happening.

Noel's in sure if he was at a wrong water cooler at the wrong time or what.

But he ultimately got stuck with Geico. His job was to help them somehow figure out a clever, not painfully boring way.

To explain how simple it was for people to sign up for their insurance online.

So put this in the context for us because I've seen about a million of these ads at this point.

It's true. I feel like these ads are on all the time. Do you watch the Bravo channel at all?

No, not at all.

...