Eat The Press

Life Imitating Ads Imitating Art: Geico Caveman Gets A Sitcom

Rachel Sklar |  Posted Monday March 5, 2007 at 01:34 PM

In the latest example of the blurring of lines between advertising and entertainment, the Cavemen from Geico are getting their own television pilot with ABC (The Gekko is reportedly furious.) The Wall Street Journal reports that apparently, the hairy Neanderthal protagonist of the commercials, in which he is invariably offended by someone insulting his Neanderthal status, will star in a pilot for ABC, called "Cavemen." There's no script and no cast, but apparently there is an audience, carefully nurtured in fifteen-second increments during the other televisions shows they actually choose to watch. According to the WSJ, the show will "focus on a trio of prehistoric characters who battle prejudice in modern-day Atlanta." We're sure wacky hijinks will ensue, and hopefully a fun episode where someone gets a wax. Geico (owned by parent Berkshire Hathaway Inc.) has no creative control but will get a royalty for lending the character. Interesting branding issues here; what if one of the Cavemen defaults on a payment or something? ETP thinks ahead. For more information read on here; to petition McDonalds for "The Ronald McDonaldland Happy Fun Play-time Hour With Mr. Grimace And Hamburglar," click here.