. Like. before licking his eye. Maxwell debuted in an installment of the Rhetorical Questions campaign as the "little piggy who cried 'wee wee wee' all the way home" (referencing the famous nursery rhyme "This Little Piggy") being driven home by a friend's mother, screaming along the way. The second commercial starts as a parody of a coffee commercial, with a man and woman getting out of bed, brewing coffee, and going out to a marina to enjoy the sunrise, only to have the peace broken by the woodchucks tossing pieces of bark into the water. '"[21], The commercials are sometimes presented in an interview fashion, where an unseen narrator speaks to the ambitious go-kart driver. Below, find out why Geico's 'Unskippable' campaign is one of his favorite marketing moments. Additional wraparounds depicted an 80's family watching the commercials, inviting viewers to go to the GEICO website and vote for their favorite commercial, with the winner receiving a chance to be in a new GEICO commercial. (There It Is)" and cast original hitmakers Tag Team in the ad. Investor Warren Buffett, chairman and CEO of GEICO parent Berkshire Hathaway, has stated that he would spend $2 billion on GEICO ads if he could,[4] approximately double the spending in 2012, which was $1.1 billion, over twice that of second place Progressive Corporation, with 6.8% of premiums going into commercials. campaign, the remake takes place in a suburban kitchen, and the rappers prepare sundaes. Technology Truths is a campaign about humorous uses of technology contrasted with saving money on car insurance. While you have to give The Martin Agency some credit for finding a way to make “Unskippable” pre-roll ads, we have a feeling that, since this is Geico… ... was created by The Martin Agency duo of Anne Marie Hite (words) and Adam Stockton (sketches). [9] One of the commercials, for example, involved him finding a cannon and pressing a button, causing a resulting cannonball to fire out and stick to his face. ... Geico pre-roll ads interrupt again and again to grab attention. "Motel 6, GEICO Win Westwood One's Sports Sounds Awards." With just a few clicks you can access the GEICO Insurance Agency partner your boat insurance policy is with to find your policy service options and contact information. So, STOP CALLING ME!" From June 2013 to November 2014, a family of TV ads came on where one person reads a GEICO ad, which has the well-known tagline (often with the Gecko in it as well) and a second person says "Everybody knows that." The first commercial sees Pinocchio attempt to lie his way out of a parking ticket, with no success. The parody pitch crossed over to the Caveman campaign in 2007, in a 10-second spot that appears to be a talking heads news interview, but features the popular caveman. (There It Is)" popularity he never let fame go to his head. They show us how easy it is to switch to GEICO. 596. Martin and Woltz divided the firm in 1975 and Martin renamed the company The Martin Agency.. The owner saved so much money by switching to GEICO that he wanted a photo to commemorate the occasion. In the mid-1990s, insurance company advertising was considered novel and GEICO wanted to move towards insurance as a commodity rather than through a long-term relationship with a full service agent, as was the model at No. “We’ve been obsessed with this song since it came out in the … Speaking to Muse by Clio in January 2021, Roger Hailes of the Martin Agency explained why GEICO decided to use the classic tune. Credits. View Details. When it comes to humor in advertising, Geico commercials are at the top of the pack. That's 15 percent on top of what Geico … The current head of the agency, The ads posit a world where cavemen are still alive and active members of society in the present day, behaving and living nothing at all like the stereotypical caveman. Agency Network: The Martin Agency. GEICO ads have featured several well-known mascots, including: The GEICO … This has resulted in GEICO being the second largest auto insurer in the United States. Make social videos in an instant: use custom templates to tell the right story for your business. The Real Reason You Recognize The Rappers In That Geico Commercial. My Great Rides is a place for cycle owners to share stories about trips they have taken on their bikes, as well as post pictures of their motorcycles, and comment on other members' stories and pictures. The Martin Agency is proud to be an equal opportunity employer and values diversity. In 2007, GEICO also launched a social networking site, My Great Rides, for motorcycle owners. GEICO ads have featured several well-known mascots, including: The GEICO Gecko is the most prevalent spokesperson mascot … Such questions have included (in no particular order): In 2019, GEICO began re-airing the commercials probably as to celebrate the 10th anniversary of the campaign. Want to see all the credits ? A man who tries to cut his wife's hair, while she sleeps, instead of going to the hairstylist. According to GEICO , the gecko was an appealing choice to be the mascot of the brand because: Who provided the voice of the Geico Insurance Company gecko in its TV ad debut? What Are You Waiting For? To which the narrator questions him, "You don't race in the Busch Series." Speaking to Muse by Clio in January 2021, Roger Hailes of the Martin Agency explained why GEICO decided to use the classic tune. Debuted in 2015, these ads employ a satire of the technique of frame freezing, by showing live actors attempting to mimic a freeze-frame, often in awkward positions and sometimes assisted by intentionally visible stunt tools, such as suspension cords when paused in mid-air. A magician feels guilty for sawing his assistant in half. View Details. Two fishermen are being abducted by aliens and fear what the aliens are going to do with them. The idea for the Gecko grew from a creative session at GEICO's ad agency, the Martin Agency in Richmond, Virginia. Best of GEICO. Read more. 'They are doing more than any other company to genuinely tackle diversity and inclusion and do something about it,'” Thank you for for believing in us Cindy Gallop Read the full story on what we've been up to in 2018 on Refinery29 Other commercials relate to a hair loss doctor who has saved by switching to GEICO, an infomercial for a fake product called Wonder Glue, a nature show about fish, workout with Tony Little, and a soap opera of a couple who are breaking up (featuring television actor Sebastian Siegel). Later "wrong number" ads used Dave Kelly as the voice of the gecko. before the daughter can ask her question again. The Martin Agency updated the 1993 party classic "Whoomp! As long as I'm singing that song, then I'm a star.". In December 2020, GEICO remixed a legendary hip hop song that had viewers rocking along and chuckling while watching the commercial. This latest series is a post-modern riff on the idea of "skippable" ads, those commercials … He was created by The Martin Agency, voiced by Jake Wood. "; later modified to "We all do dumb things. This campaign, launched December 2019, revived three classic GEICO characters (Pinocchio, the raccoons and the woodchucks) in two commercials each, asking the viewers to vote for their favorite characters. [14] He had since become GEICO's longest-running mascot, appearing in more than 150 commercials as of 2017. this content is for subscribers only A man who can't spend money on the Internet for his home, thus using his neighbor's unprotected connection. If you want to save 15% or more on car insurance, you switch to GEICO. The Martin Agency updated the 1993 party classic "Whoomp! Film advertisement created by The Martin Agency, United States for Geico, within the category: Finance. The ad world is getting its own sequels as Geico introduces second rounds of its ads starring Pinocchio, the raccoons and the irascible woodchucks. The Martin Agency was independently owned until 1986, when it was acquired by Scali, McCabe & Sloves Advertising of New York. According to Muse By Clio, the track got used in a Walmart Christmas spot and Android and Outback ads. [6] GEICO is the second largest television advertiser in the United States after Procter & Gamble, which advertises many more consumer products from its various brands compared to a single product. The rapper said that even at the height of "Whoomp! A little girl asks her mother where babies come from, and in return the mother asks if her daughter knew that GEICO was saving people money for over 75 years. Dec. 03, 2018. GEICO's gecko mascot has become iconic and is a mainstay in their TV spots, plus they have created other memorable characters such as the Caveman. Three middle school girls criticize on what the man is eating, only to watch his weight. The Martin Agency, Director Guy Shelmerdine Pay Tribute To "Inventors" For CarMax January 18, 2021. [17], The number 7 car of the NASCAR Nationwide Series is driven by Mike Wallace and was sponsored by GEICO prior to 2009. The slogan exclusive to this campaign is "GEICO: Real service, real savings". The Martin Agency announced today that Matt Mattox has been promoted from group strategy director to group account director, charged with leading the GEICO account.. Mattox has been a key player in the planning department at The Martin Agency … Robots hired in a daycare center because they "work for free". Dogs player poker ask for their friend called Rudy/Mr.Tickles, who is in a photo of him and his owner. The Martin Agency Announces GEICO Group Account Director. "We've been obsessed with this song since it … In the first commercial, the raccoons steal a garbage truck. Three guinea pigs rowing their boat to produce electricity for their owner's computer. Atlanta hip-hop duo Tag Team trades its ‘whoomp’ for ‘scoop’ in new Geico ad. The real name of the GEICO Gecko is Martin, named after The Martin Agency, as a result. The group, comprised of rappers Cecil Glenn aka "DC The Brain Supreme" and Steve "Roll'n" Gibson, have managed to parlay the catchy song into a long career — keep on reading to find out how they've pulled it off. . The exchange became parodied for a time while the ads were popular. Still LOL-ing after 25 years. The GEICO insurance company is as well-known for its engaging and hilarious commercials as it is for saving people money on their car insurance. Also developed by the Martin Agency, the ads center on Neanderthal-like cavemen, no different from modern-day individuals (outside of somewhat prehistoric facial features), encountering either an ad or commercial with the tagline "GEICO: so easy a caveman could do it," followed by their disgust with the supposed stereotype of caveman stupidity. A man adopting a pet possum for his kids, as a cheaper alternative to a puppy. “Car insurance was a very low-interest category. Accessed 02-07-2018. The GEICO Gecko has a published book called “You're Only Human” that was released in New York. Television Foolish for Geico by The Martin Agency. GEICO Insurance unveiled a new funny commercial featuring a bagpiper. In 2012 GEICO spent over US$1.1 billion in advertising, or 6.8% of its revenue. Here, The Martin Agency provides insights into it’s wildly successful work for GEICO. Speaking to Muse by Clio in January 2021, Roger Hailes of the Martin Agency explained why GEICO decided to use the classic tune. Campaigns known for using surreal scenarios which attempt to be humorous and satirical. The student answers 9%, which the teacher says is incorrect and asks his. Starting in August 2018, a new campaign began where people express disbelief over the fact that switching to GEICO saves you 15% on car insurance, while another person who happens to notice something unbelievable nearby assume they are talking about what they are seeing. Starting in 2010, there have been TV commercials in which a nursery rhyme, being read to the audience from an illustrated book entitled Short Stories and Tall Tales, turns into an ad for GEICO homeowner's and renters insurance: Near the end of 2010, a new advertising campaign began made up of amateurish computer animated advertisements, supposedly made in 15 minutes, created with the computer software program Xtranormal.[22]. In 2012 GEICO spent over US$1.1 billion in advertising, or 6.8% of its revenue. The GEICO Gecko has a published book called “You're Only Human” that was released in New York. A couple teaching their 6-year-old son how to dunk a basketball in order to help him get a scholarship, with him getting stuck on the basket. "GEICO TV Commercial, 'Kenny Rogers: Did You Know, "Geico Kicks Off 'GEICOween' Ad Campaign with New Casper the Friendly Ghost Commercial and More!". While you have to give The Martin Agency some credit for finding a way to make “Unskippable” pre-roll ads, we have a feeling that, since this is Geico, the schtick is going to be milked … Even if you made a few mistakes. Steve Bassett, creative director at The Martin Agency: .mw-parser-output .templatequote{overflow:hidden;margin:1em 0;padding:0 40px}.mw-parser-output .templatequote .templatequotecite{line-height:1.5em;text-align:left;padding-left:1.6em;margin-top:0}, As computer animation got better and as we got to know the character better, we did a few things. Where some would run from that pressure, our group runs boldly toward it — to be a solid foundation is to be strong enough that whatever is built on us can stand tall and flourish. The camera pans over to show the duo standing in front of several tubs of ice cream while holding scoopers. Martin the Gecko is the mascot of The Government Employees Insurance Company (GEICO) an auto insurance company.Martin is an animal mascot anthropomorphic a gold dust day gecko. We are committed to creating a place of belonging — a space where employees do not need to sacrifice who they are to … The Martin Agency does not discriminate on any unlawful basis including race, religion, color, national origin, disability, gender, gender identity, sexual orientation, age, marital status, veteran status, or any other basis prohibited by law. [1] The advertising strategy incorporates a saturation-level amount of print (primarily mail circulars) and television parody advertisements, as well as radio advertisements. Geico. The company's ads sometimes focus on its reptilian mascot, the GEICO Gecko, an anthropomorphic Day Gecko, who was created by The Martin Agency, modified in November 2005 to a CGI character by … In response to some of the parody ads, Seth Green and Matthew Senreich wrote a sketch using the character Jar Jar Binks in a parody of one of the celebrity ads for their second Robot Chicken Star Wars special. [11] The original commercial features the Gecko voiced by actor Kelsey Grammer who climbs onto a microphone on a podium and utters "This is my final plea: I am a gecko, not to be confused with GEICO, which could save you hundreds on car insurance. Client: GEICO. Film advertisement created by The Martin Agency, United States for Geico, within the category: Electronics, Technology. The GEICO team is a well-oiled machine that runs on a mix of laughter, craft and mutual respect. My Great Rides was taken down on 27 February 2012. "I love Geico for that. .]. ", In a March 2020 interview with The Hype Magazine, Cecil Glenn said the duo created an hour-long show centered around their breakout single, and they perform the bop around 30 times a year. Inside Radio, February 7, 2018. A man turning his bathroom shower into an amusement attraction, instead of taking his family to an amusement park. The humor revolves around the relative normality of the cavemen's presence and their reactions to the stereotype represented in the ads, and their attempts at defending themselves from the stereotype. Randy Jackson's Dawg Show . We wanted to make him a little more guy-next-door. GEICO Insurance unveiled a new funny commercial featuring a bagpiper. Agency Network: The Martin Agency. The photo for the band student is the same photo used for the meme "PTSD Clarinet Boy". It's what you do." Behind every successful gecko is a sharp creative team, and the Geico Gecko is no exception. A teacher asks his student to fill in the blank: "Fifteen minutes could save you [blank] on car insurance." "What do you think of Mike Wallace?" Their 1993 smash, ‘Whoomp! "French vanilla, Rocky road / Chocolate, peanut butter, cookie dough / Scoop there it is," they sing to the tune of their wildly successful 1993 single "Whoomp! GEICO: Did You Know Game Show Hosts should only host game shows? Agency Network: The Martin Agency. Actor Scott Whyte has made a series of commercial parodies, calling the company, "Schmeiko", while performing a series of impressions. In the subsequent commercials with Jake Wood[12] (which portray him as a representative of the company), who voiced him until November 2015, the gecko speaks with an English Cockney accent because it would be unexpected, according to Martin Agency's Steve Bassett. Fun fact: Years after the song's release, a rumor began circulating that a young Barack Obama had a cameo in the music video. Finally, after decades of speculation and pent-up demand, Geico has decided to let consumers settle the matter once and for all. “Geico was a challenger brand back in 1994,” says Steve Bassett, Martin Agency’s group creative director overseeing the Geico account. Learn how and when to remove this template message, straw house is blown away by the Big Bad Wolf, https://www.adweek.com/agencies/how-geico-became-the-one-advertiser-its-ok-to-love/, "The Inoculated Investor: 2009 Berkshire Hathaway Annual Meeting Notes", https://www.marketingdive.com/news/geico-is-top-spender-on-youtube-while-auto-brands-slash-budgets-analysis-f/547378/, https://www.broadcastingcable.com/news/industry-profile-2018-tv-advertising-for-auto-and-general-insurance, https://tvrev.com/2018-advertising-review-top-brands-spend-impressions/, "GEICO Success Highlights Advertising Dollars vs. A popular series of well-received advertisements uses cavemen as pitchmen. Debuted in 2016, these ads show the beginning portion of a 45–90-second ad before a blue screen disclaimer appears telling the viewers that the ad is being fast forward to the end portion so that they can get to their video faster. And he's got big ears," Gibson quipped. Chelsea Clinton, daughter of former president Bill Clinton and then-Secretary of State and 2016 Democratic Presidential candidate Hillary Clinton, interviewed the GEICO Gecko in April 2013. That's 15 percent on top of what Geico could already customers. From November 2016 to July 2017, a series of TV ads shows two people talking about GEICO, and one of them saying he/she should "take a closer look" at it; the camera then focuses on an inanimate object or animal in the background, which starts talking about the insurance company. The Martin Agency's latest ad for Geico informs viewers that the insurance company is offering an extra 15 percent credit on car and motorcycle policies. Latest marketing and advertising news for the martin agency, including insights and opinions. Chief Creative Officer: Joe Alexander. Since 2017 during ESPN's College GameDay, the VO's tagline: "You had one job, brought to you by GEICO" and referee Shaun Irving blows his whistle to do jobs right. These ads show a person seemingly in trouble, until they state that switching to GEICO could save you money on car insurance; at which point this unrelated answer is accepted as a great answer. Kash, who never says anything, just sits and stares at people (in a manner intended to be unsettling), set to a remix of a Rockwell/Michael Jackson song, "Somebody's Watching Me" by Mysto & Pizzi. Views. Like. If I wanna go and be a star, I get to do it at my choosing. The mother then shouts "DINNER!" 142. In 2018, GEICO was the top advertiser for YouTube, supplying 6% of its revenue. The first commercial starts as a commercial for a lumberyard, which is interrupted when the woodchucks begin throwing wood planks at the owner. The mouse thinks this is a bad idea. … Agent Commissions Debate", "GEICO DIRECT commercials – Bill Plympton", "Advertising > Animal Mascots > Geico Gecko (GEICO Insurance)", "Little Lizard Says 'Ello To A New Inflection", "This Is What Chelsea Clinton Does at NBC", "The End of The Ride, and The Ride Goes On – GEICO", "Mike Wallace – NASCAR – Nationwide Series drivers", "Mike Wallace scrambling to find sponsor for 2009 Nationwide season", "Lauren Wallace: 'I'm a hundred miles away, son, ready to strike, "Geico Has the Best Car Insurance Ads in the Industry Bar None", "Video: Robo-Talking Superhero Ad Uses Text-to-Voice Trick", "GEICO Bodybuilder Commercial – Happier Than a Body Builder Directing Traffic", "GEICO TV Commercial, 'Bodybuilder Directing Traffic, "GEICO Christopher Columbus Commercial – Happier Than Christopher Columbus with Speedboats", "GEICO Two Tickets to Paradise Commercial – Happier Than Eddie Money Running a Travel Agency", "GEICO Witch Commercial – Happier Than a Witch in a Broom Factory", "GEICO Slinky Commercial – Happier Than A Slinky on an Escalator", "GEICO Night Vision Commercial – Happier than an Antelope with Night Vision Goggles", "GEICO Dikembe Mutombo Commercial – Happier Than Dikembe Mutombo Blocking a Shot", "GEICO Paul Revere Commercial Happier than Paul Revere with a Cell Phone YouTube", "GEICO TV Commercial – Did You Know: Houdini Couldn't Escape". If an extended version of the ad or just the regular 15-second ad is shown on sites like YouTube, the viewer is usually welcome to skip the ad when 5 seconds have been used. A woman carpooling with her daughter's school bus. Another common theme is misdirection, in which the commercial appears to be about an unrelated product (or, in fact, may not even be a commercial), suddenly changing to become a plug for GEICO. During a 2010 interview with Gawker, the Atlanta-based duo clarified that the person suspected of being President Obama was actually a rapper named L.A. Sno. I save over 15% on my car insurance by switching to GEICO.". The 15-second long commercials, animated by Bill Plympton, featured a curious little man walking up to an object and eventually getting hurt due to his curiosity about the object. CarMax, Martin Agency Want Us To Love Our Car January 12, 2021. The company's ads sometimes focus on its reptilian mascot, the GEICO Gecko, an anthropomorphic Day Gecko, who was created by The Martin Agency, modified in November 2005 to a CGI character by Animation Director David Hulin and his team at Framestore.The gecko first appeared on August 26, 1998, during the Screen Actors Guild strike that prevented the use of live actors. In another series of ads, a GEICO pitchman is played by actor Jerry Lambert in an extremely bland and understated way, parodying the stereotype of an insurance man, such as reading to a group of uninterested children from a book of fairy tales about insurance, watching a view of cats in the living room where a gecko is standing on the couch, relaxing on a hot tub with a couple, and a flashback about "Honk If You Like". "We've been obsessed with this song since it came out in the … These commercials were voiced over by narrator David O'Brien. In 2006 parody ads featured such products as long-distance phone service, breakfast cereal, tomato soda, fast-food, a reality TV show ("Tiny House") and even poking fun at the Old Navy commercials – in all cases, the parody portion of the ad ends with "but it won't save you any money on car insurance." Advertising Agency: The Martin Agency, USA. From December 2009 to May 2012, GEICO introduced another advertising campaign in which Mike McGlone walks into an empty room and queries the viewer, "Could switching to GEICO really save you 15% or more on car insurance?" Campaign: “Fast Forward” Agency: The Martin Agency. Call us at (888) 532-5433 … A woman and her neighbor observe a fallen giant in the middle of her garden. When the ads appear in a movie theater before the previews start, the second line would be replaced with, "If you're in the movie theater, you silence your cell phone. This latest series is a post-modern riff on the idea of "skippable" ads, those commercials which TV viewers fast-forward through to get back to the main programme. Introduced on 2 August 2007, this series of ads features an E! ", Since October 2017, there has been a new campaign in which humorous situations are presented as spokesman Steve Tom says, "As long as [such and such], you can count on GEICO saving folks money.". But when they see me, they'll say, 'There goes Lauren Wallace; the greatest thing to ever climb into a race car. The name "GEICO" was often mispronounced "Gecko," and as the brainstorming … Few brands can look back over a quarter-century and find a treasure trove of memorable advertising. ... Geico: The Best of Geico by The Martin Agency. Since February 2018, there has been a new campaign that breaks the fourth wall revealing the actors are actually in an advertisement for GEICO, as revealed by spokesman David Ebert. “Car insurance was a very low-interest category. The Martin Agency have long excelled at the comically absurd in their multiple prolific campaigns for insurer Geico. The Martin Agency. ], you [. Geico. The ads were so successful that the commercial actors are appearing in a successful series of interactive websites written and produced by GEICO's in-house creative team at Caveman's Crib and most recently, iHeartcavemen. This series of ads begin with a homeowner or renter describe what at first sounds like a common housing issue but turns out to be something else: GEICOween is a Halloween-themed campaign featuring Halloween icons such as Casper the Friendly Ghost and tropes from teen horror films.[58]. And over those years, most of the critical pieces and parts have stayed in place. THE TEAM Strategy is the foundation of everything The Martin Agency does. The commercials use a variety of fictional characters such as Speed Racer, Chatty Cathy, Jed Clampett, and Bill Dutchess. Lauren replies "Listen, go-kart track, grocery store, those remote controlled boats; when it comes to Mike Wallace the story ends with me putting him in the wall. The Martin Agency is proud to be an equal opportunity employer and values diversity. In other parody commercials, a character would be breaking bad news to another (such as a baseball manager replacing a struggling pitcher with a reliever), but then offers helpfully, "I've got good news: I just saved a bunch of money on my car insurance by switching to GEICO!" Case closed! Debuted in July 2016 until February 2018, these ads depict celebrities or historical figures in outlandish situations. The site includes cameo appearances by Lauren Wallace and drivers Mike Wallace, his daughter Chrissy Wallace, Speed TV's Tommy Kendall, Paul Tracy, Christian Fittipaldi and Max Papis. The ad world is getting its own sequels as Geico introduces second rounds of its ads starring Pinocchio, the raccoons and the irascible woodchucks. Until now, pre-roll ads have been passive entertainment. [3] Many of the most prominent television ad campaigns, such as the GEICO Gecko, the GEICO Cavemen, the Rhetorical Questions campaign featuring Mike McGlone, Maxwell the Pig, and the GEICO Hump Day Camel were developed by the Martin Agency, which has held the contract since 1994. View Details. Two 1980s valley girls fall for a band student whose grandparents have been saving money with GEICO for more than 75 years. The cat launches the mouse into the air and prepares to eat him, but is beaten to it by an eagle in the motivational picture above. [8], In 1998, animated advertisements were part of the early GEICO Direct ads as well as the "Dumb Things" campaign. Part of Geico's long-running "What Are You Waiting For?" Group Creative Directors: Wade Alger, Steve Bassett. This campaign shows two people in a sticky situation. Read more. A man consolidating his five daughters' weddings into one day. (There It Is).". [13] For one commercial played on the Internet streaming service Pandora in 2013, the gecko was voiced by Andrew Randall, a London-born actor and voice talent based in the United States. MADtv also made a sketch parodying these ads using characters of Elmo (who was performed by Frank Caeti) and Carlos Mencia (who was played by Johnny Sanchez). Part of Geico's long-running "What Are You Waiting For?" After the GEICO slogan is heard, the commercials end with "Why haven't you called GEICO?". This campaign, launched December 14, 2018, brought ten classic GEICO commercials back into rotation. It’s no surprise, then, that comedy director pro JJ Adler, on the roster at m ss ng p eces, was tapped to helm pledged agency The Martin Agency’s latest efforts for the iconic brand. The success of those ads resulted in the launch of an interactive website written and produced by GEICO's in-house creative team at GEICO Garage. 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