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Geico going for the “commercial so awful that everybody will talk about it” angle with the Cheesesteak Shuffle lizard spot.

Feb 2, 2014, 8:29 PM EDT

Geico aired a commercial during half time of the Super Bowl on Sunday night featuring that little lizard sitting at 9th and Passyunk Streets in South Philadelphia in front of Pat’s and Geno’s. Then he started talking about the “Cheeseteak Shuffle.” It was not good. But now we’re talking about it, so I suppose it was effective.