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One of the advertising executives behind Geico Corp.'s memorable commercials will talk Nov. 18 about using humor in advertising.

Paul McKee, who grew up in Kenmore, oversees the Geico account as chief operating officer of the Martin Agency in Richmond, Va. His talk titled, "What's So Funny About Car Insurance?" is sponsored by Brainstorm, Communicators Club of Buffalo, and takes place at 5:30 p.m. in the Pearl Street Grill. McKee is joined by Ted Ward, director of marketing for Geico.

Warren Buffett's Berkshire Hathaway owns both Geico and The Buffalo News.

McKee and Ward will show some of the 120 television ads created during the last 10 years that helped propel Geico to the nation's fifth largest auto insurer.

"Emotion is incredibly important in advertising and humor is probably the easiest emotion to evoke," McKee said. "If you can do it properly and you don't lose your message in the humor, it can be incredibly effective, particularly in a category that doesn't use humor."

McKee started in advertising at Empire of America. In 1979, he joined Faller Klenk & Quinlan, the biggest advertising agency in Buffalo in its day. In 1984, he joined the Martin Agency.

The public is welcome to attend. The cost is $15 for Brainstorm members, $22 for nonmembers and $10 for students.

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