GEICO has dropped a new ad to introduce the Gecko’s signature cereal, GeckO’s, part of a balanced insurance plan.

The spot features the green-flavored cereal being poured down into a bowl to a boy’s delight. Tiny green circles are joined in the bowl by car-shaped and diamond-shaped cereals, a reference to the items one can insure with GEICO, while the voiceover sings “Get some GEICO Geckos to feed your brood, a tasty big bowl of your favorite green food”.

As the commercial ends, the voiceover points out that “O” is for “owesome”. However, viewers are also informed, through a small onscreen line, that this is not a real cereal.

In another spot, a kid who, after being asked about what the “o” stands for, replies that it stands for “owesome” and “auto insurance”, finds out that O is a new vitamin found only in GEICO cereals.

Created by The Martin Agency and modified in 2005 to a CGI character, GEICO’s reptilian mascot first appeared in 2000 and became the company’s longest-running mascot, appearing in more than 150 commercials. Over the years, the Gecko has been voiced by multiple actors, including Kelsey Grammer, Dave Kelly, and Jake Wood. In this ad, the Gecko is voiced by Jake Wood.