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The caveman that keeps on giving

CavemanGeico’s gotta be lovin’ the buzz it’s getting from its goofy Martin Agency ads, particularly the “Caveman Insult” spot. The 30-second spot, which won a silver at this year’s One Show, begins with a pitchman who says that navigating Geico.com is “so easy, a caveman could do it.” Cut to the pitchman at dinner with a pair of well-dressed cavemen. “Seriously, we didn’t even know you guys were still around,” he says. “Next time, do a little research,” one of the hirsute diners suggests. The spot is a big hit in cyberspace. Referring to the cavemen as “Homo Insuranus,” one blogger questions whether the cavern dwellers are gay or simply “metrosexual minus haircare.” Even Johns Hopkins University’s JHU Gazette references the cavemen in a preview of a course called “Out of the Cave: Prehistory in Fact and Fiction.” The course syllabus maintains that “to date, one of the most sensitive, if sarcastic, mass media renderings of so-called cavemen appears in a current TV ad campaign for Geico car insurance, in which a duo of hairy, heavy-browed men are shown as sensitive sophisticates whose feelings are hurt by their knuckle-dragging public image. When writing about the Stone Age, modern authors use cavemen as metaphors for society’s deepest prejudices and fears—a situation that is particularly apparent in stories dealing with contact between our closest ancestors, the Neanderthals, and ourselves.” How’s that for research?

—Posted by Richard Williamson

October 20, 2005 in Geico, Martin Agency | Permalink

Comments

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Like the recent Caveman campaign from Bud, there's a cool 3-part movie based on the A-Team by ABSOLUT Vodka...it's pretty funny, check it out: http://absolut.com/apeachmovie883.

Posted by: andy | Oct 20, 2005 10:52:27 AM

Dear Sirs:

Navigating geico.com is so easy that even an ugly stupid caveman with stinky feet could do it!!!!

Posted by: Ronald James Wilcock | Jul 11, 2006 10:34:16 PM

I'm Native American and I can totally identify with the Geico caveman. The brilliance of the ad is that anyone can empathize. Media references often refer to my communities in the past tense or even nonexistent. I think the caveman creates racial empathy. The ad parodies all sides. Love it. I wrote an article about it. Click the URL.

Posted by: Kimo | Nov 13, 2006 1:02:07 PM

Face it, the commercial provides a safe outlet for you racist, bigoted freaks to laugh at people complaining about prejudice. Most of you would not dare laugh in public at a black person's objection to the "N word," but you can safely laugh at the caveman's silly "PC" objections. There's nothing funny about people's struggles against ignorance and bigotry. Laughing at those struggles legitimizes oppression. You ought to be ashamed.

Posted by: CroMagnon | Nov 26, 2006 7:19:12 PM

being PC camouflages the sinister urges and prejudices of all mankind. being un-PC gives those "closet" nefarians the legal outlet to attack one's comments at the expense of destroying someone elses life. there is no 2nd chance once you give a PC'er the opportunity to exercise his right to annihilate someone who has put his foot in his mouth (pes in ora)-itis.

Posted by: tony p | Nov 26, 2006 9:39:25 PM

I really like those cavemen. Especially the cute one.

Posted by: Gayle | Dec 10, 2006 2:57:39 PM

The caveman ads operate on several levels. On one level, they make fun of people who are too stupid to know when they're being offensive to others. On another level, they try to make fun of political correctness. I am offended by the anti-PC aspect of the ads. It suggests that people objecting to being treated badly by the majority are just being silly. Were the Holocaust, Apartheid, slavery, or lynchings silly? Yet, the root cause of all those things was the majority's insensitivity to the pain they were causing other human beings based on nothing more than superficial differences. We should not deaden our sensitivity to the pain we cause others. History shows that bad things happen when we do.

Posted by: PiltDown Man | Dec 16, 2006 10:49:20 AM

I can't imagine someone actually being offended by these commercials. Lots of people with very very thin skin out there. The cavemen are laughing at you for God's sake! Call the ACLU!!!!

Posted by: | Dec 19, 2006 12:40:06 PM

That caveman at the airport is sexy!
No! I'm serious!

Posted by: Jennifer | Jan 4, 2007 7:11:40 PM

WHAT A SHAME TO RUN THIS COMMERCIAL. I VENTURE TO SAY GEICO INSURANCE MUST BE RUN BY ATHEIST FROM THE CEO ON DOWN. I WOULD NEVER EVER HAVE ANY DEALINGS WITH GEICO. I HAVE EXPRESSED THIS TO SEVERAL OTHER PEOPLE AND HOPE THEY PASS IT ON TO SEVERAL OTHERS WHICH WILL ADD UP AND HOPEFULLY WAKE SOMEONE UP AT GEICO.

Posted by: Geno | Jan 10, 2007 8:48:42 PM

Keep the lizard! Drop the caveman! He's depressing!!!!! Isn't there enough trouble in the world right now to keep us feeling 'down'.........find something uplifting and light to grab our attention instead of implying a certain type of people may be dumber than all the rest. c'mon. Maybe the young people of today find this ad humorous, but they don't buy the bulk of insurances. Gear things towards all of us 'grownups' that enjoy a lighthearted ad.........something like the lizard!

Posted by: Nancy | Jan 11, 2007 5:35:27 PM

Yeah, 'grownup' comedy, huh Geno?. Like talking animals. That's what I'm saying! You ever get the feeling that maybe it's not a generational thing rather than a maturity thing. As in, just because you are "older" doesn't mean you are more mature, hence laughing at a talking animal? We're you an "Alf" fan? Now that's 'grownup'!

Posted by: ndiezel | Jan 12, 2007 1:39:27 PM

I love the caveman commercials. I think the cavemen are smart and funny and sexy, and I feel sorry for them having to deal with the stupid people who seem to run the world. I can totally relate! I'd like to see a caveman sitcom!

Posted by: Catt | Jan 14, 2007 1:09:17 PM

Dear Cavemen,
Drop the therapist, she's not a professional, and seek legal council next time you do an interview. These people are treating you like dirt and I say "sue their asses".

Posted by: Joni T. | Jan 15, 2007 3:22:22 PM

ndiezel, if you consider age 22 being older then I would guess you are approximately between 12 and 17 years of age. I am very mature and proud of it. Something you will learn later on in life as you get "older".

You have a nice day and mind your parents.

Posted by: Geno | Jan 15, 2007 8:15:46 PM

GENO
Dude, I'm thirthy freakin' five and I do appologize, that comment was meant for Nancy. I'm still trying to figure out this board. SORRY!!!

Posted by: ndiezel | Jan 18, 2007 3:35:04 PM

nidezel, I accept the apology and respect you for that..............take care

Posted by: Geno | Jan 18, 2007 4:18:25 PM

We cavemen and women have to work. This job is better than most that we can find with our limited skill sets. So please, just deal with it before I loose the job for me because of your B.S.P.C.

Posted by: Working Caveman | Jan 18, 2007 10:25:23 PM

These GEICO caveman commercials are totally anti-semitic and awful in the way they portray White Anglo Saxon Protestants as somehow superior to the obviously neurotic and whiny Jewish caveman character.

Utterly offensive.

Posted by: Adam Goldberg | Jan 22, 2007 4:56:25 AM

I love all of the commercial's but the lizzard is the best.

Posted by: azzie | Jan 24, 2007 11:28:42 PM

Wholey Katz!!! Everybody is picking apart a very funny commercial!!! You are all reading far too much into it. I love them! They are very original!!!
Keep up the funny work, cavemen!

Posted by: Miss Dixie | Jan 28, 2007 1:59:55 AM

Dudes...its a commercial

Posted by: D-Style25 | Jan 28, 2007 10:14:49 AM

The caveman commercials are sheer genius.
I don't think they are trying to poke fun
at pc, in fact they are showing how idiotic
not being pc looks. I can't even pick a
favorite commercial out of the set, each
one has something uniquely satisfying about
it. The actors are terrific!

Posted by: Becky A. | Jan 29, 2007 1:55:26 PM

Geno, you believe in fairy tale myths and are offended that someone else knows the truth; that "cavemen" existed? Too bad. Seek therapy. Even the cavemen from the commercial did...

Posted by: holy crap | Jan 29, 2007 8:08:34 PM

I am hopelessly in love with the Geico Caveman!!!!

Posted by: Elena | Jan 30, 2007 5:51:45 PM

I am hopelessly in love with the Geico Caveman!!!!

Posted by: Elena | Jan 30, 2007 5:54:34 PM

I, too, think the cavemen are sexy and hot... guess it's their intellect that turns me on!! Great commercials.

Posted by: Tia Maria | Feb 1, 2007 4:45:00 PM

Those cavemen are so very,,, what's the word? Neanderthal which means uncivilized, unintelligent and uncouth. It's that lack of couth that really rubs my rhubarb, and can't be disguised by the clothing, the ability to use a cell phone or hobknobing at social events. Most important, the cavemen are not so far removed from the human scourge that infest this planets. You humans delight in attacking one another in the most cowardly sort of ways. The average caveman would probably snap your neck. Pick on those who can defend themselves. How about a whiny liberal, for example?

Posted by: stranger in a strange land | Feb 3, 2007 9:12:47 AM

Amidst all this....can somebody please tell me who the artist of the song in the background of the cavemen commercials is? Specifically, the commercial where the guy is on a turnstile in an airport and passes a poster of a caveman with a pc. Thanks!

Posted by: Meagan | Feb 8, 2007 1:18:06 PM

Amidst all this....can somebody please tell me who the artist of the song in the background of the cavemen commercials is? Specifically, the commercial where the guy is on a turnstile in an airport and passes a poster of a caveman with a pc. Thanks!

Posted by: Meagan | Feb 8, 2007 1:18:10 PM

Its so easy...even YOU can do it.

Posted by: Corporate Caveman | Feb 9, 2007 11:23:11 AM

Dont be afraid to chip a nail.

Posted by: Corporate Caveman | Feb 9, 2007 11:35:48 AM

Meagan, I read somewhere the name of the song is "Remind Me" but I can't remember the artist.

Posted by: cherokeerebel | Feb 10, 2007 5:27:02 AM

The Geico caveman commercial are awesome!!

Posted by: J. | Feb 11, 2007 2:01:23 AM

Offended? Why would you be offended by a word that doesn't apply to you? If you're from Nevada and someone calls you a stupid southern redneck, you just laugh because it's not you.

If someone calls you a stupid caveman and you're not stupid, you laugh it off. If someone calls you a nigger, and you're not one, you should laugh it off. It's just that simple.

These commercials are great. I guess the next step is for black america to get upset when the National Geographic calls African tribes backwards and ignorant.

You people are so stupid even a caveman is smarter than you.

Posted by: Tim | Feb 12, 2007 8:15:41 AM

the commercials were funny, 'nuff said! Whats all this talk about racism?? LOL Oh what ever! Cavemen rock!

Posted by: monica | Feb 13, 2007 12:35:13 AM

the commercials were funny, 'nuff said! Whats all this talk about racism?? LOL Oh what ever! Cavemen rock!

Posted by: monica | Feb 13, 2007 12:35:15 AM

Wow. So many of you = missing the point completely.

The caveman ads aren't maligning the caveman for being PC. They're maligning the rest of us for not being sensitive to his plight! He comes off as being entirely reasonable and having a good point, and the people he interacts with come off as being thick and insensitive.

Were you guys watching the same commercials?

Yeesh.

Posted by: redbean | Feb 14, 2007 8:57:22 AM

This Just In: The Gieco Caveman has just announced that HE is "regretably the true and actual father of Anna Nicole Smiths baby". He aslo stated that "it all stems from a hard case of late night beer goggles...albeit he will step up to the plate and take full responsibility...and see to it that the baby is rased with the utmost love, respect and sound guidance". When asked how he "pulled IT off?"...he replied..."it was so easy". More on this tonight at 11:00.

Posted by: Corporate Caveman | Feb 15, 2007 11:51:09 AM

I think the caveman commercials are totally offensive and down right insultive. I wonder who even thought up such a commercial and who gave it the okay? I will never use Gieco

Posted by: tiffany3k3 | Feb 18, 2007 3:00:16 AM

Wouldn't purchase insurance from Geico if they were the only company left on the planet. The Martin Agency must be the majority stockholder to get away with crap like that or the Geico CEO is paralyzed from the neck up. All their TV ads make me cringe including the worn out little green thing with the accent. UNBELIEVEABLE!

Posted by: jakeman | Feb 20, 2007 11:49:59 AM

Megan: the name of the song is "Remind Me" by Royksopp. The song is on their CD "Melody A.M."

;)

Posted by: Michael | Feb 20, 2007 12:05:39 PM

The caveman commercials neither strike me as sexist, racists or anything but just "what in the hell have they got to do with selling car insurance?' The lizard at least have some connection to your corporate name, but these depressing cavemen, whining about being understood is just to depressing for me to ever want to have anything to do with Geico Insurance. Get a life!!!

Posted by: Marti Schiller | Feb 28, 2007 9:00:12 PM

This is a sad ad by a bunch of white bigotted. company execs who had nothing better to do than to promote racial tensions. They were hoping it would be as subtle as the brick that hit the idiot on the head, who first bourght the idea into the boardroom. Wake-up! you morons. you have probably managed to alienate a lot of potential customers from your product.

Its sad that in this day and age people come out of the best universitys, with about as much knowledge as the play ground bully.
It Seems the caveman has moved on, but the morons who approved this ad got stuck wearing a suit minus the white hoods and burning crosses.

Posted by: M.Sussman | Mar 1, 2007 11:28:28 PM

The Caveman ads are brilliant. They're quiet, clever and go straight to their point--learning to accept differences. Why shouldn't GEICO use these excellent, downplayed characters to promote insurance? If I required miminal coverage, I'd certainly go to Geico--on the strength of these brilliant bits of real life--enacted by Cavemen.

Posted by: Kate | Mar 6, 2007 12:12:54 AM

The brilliance in this ad campaign is the way it pokes fun at prejudice in a truly funny and clever manner while dismantling this subtext so that it's no longer a hot-button issue, but rather, becomes a joke. That's a remarkably difficult trick to pull off - and yet, they do! Clearly, it's the cavemen who are being mocked (and not the other way around as a few posters here have claimed). But that's exactly what makes it funny, that cavemen (commonly thought of as brutal and neanderthal) would, in the modern world, turn out to be these L.A. metro-sexuals. Genius!

Posted by: el granto | Mar 7, 2007 11:14:15 PM

Your commercials are great. I have a co-worker who enjoys roast duck with mango salsa as much as your caveman.

Posted by: steve | Mar 10, 2007 9:45:48 AM

no cave girls ?

Posted by: chuck | Mar 13, 2007 11:26:26 AM

Shmart...

Posted by: Sarah | Mar 16, 2007 3:19:27 PM

The Caveman commercials are refreshing, fun and entertaining enough to make me stop what I'm doing to watch. Such a nice change from the same old same old.....

So, where is his fan club?

Posted by: mimi | Apr 23, 2007 10:23:51 PM

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