In 2006, GEICO began an advertising campaign in which actual customers told their own stories of GEICO experiences, accompanied by a celebrity who helped them make the story interesting. LaFontaine was featured as the celebrity in one of these ads which began airing in August 2006. In the commercial, he was introduced by the voice-over as "that announcer guy from the movies", with his name printed on-screen to identify him. He began his telling of the customer's story with his trademark "In a world...". LaFontaine credited the spot as life-changing for having exposed his name and face to a significant audience, noting, "There goes any anonymity I might have had..."