Rhetorical Analysis: Geico

Through the commercials (and there are many) of Geico's claims for car (and many other things) insurance, they use an effective amount of ethos and pathos and a little logos. Each commercial begins with the phrase "... is a real Geico customer and not a paid celebrity..." referencing that the company acknowledges that they do not need celebrities to connect to their audience because they work with people on the same ground as the customer. This is an argument of ethos because Geico is establishing itself as insurance for the 'layman'.
An appeal to pathos appears with each call to a celebrity, as well as an actual Geico customer in a pleasant mood on camera. The fact alone that commercial represents the customer with a cheerful depiction sends the viewers the message that there is high customer satisfaction (at least with this person). [In previous commercials Geico directly states their statistics on customer satisfaction (it might've just been a Maryland commercial though) appealing to logos.] The celebrity announces the Geico customer's story in an entertaining fashion, causing the viewer to enjoy the particular commercial. It has no significant role other than causing the viewer to want to see the entire commercial through, where they sell their product with slight logos.
The logos in this particular commercial only came at the end of the customer's story, referencing how reliable and fast Geico is. In other commercials with the gecko talking about how Geico works, or talking about the people's preference in Maryland logos is used more heavily. Speculatively, Geico uses different commercials on different times and channels depending on its expected audience at the time.