I've made it no secret that I'm not a big fan of the Geiko Caveman campaign. In more recent history, I find their easily and ostentatiously offended nature not only annoying, but a sad commentary on the state of political correctness in this country. The spots have been slowly veering away from having much to do with insurance at all an more an excersize in what I call advertising masturbation- somthing that feels great to the people doing it, but that not one else really wants to watch and that no one else really gets anything out of. Well, it's come to a head.
In the most recent spot, it's simply a caveman bemoaning his plight to the tune of a popular rock band. The caveman says nothing. There's nothing that Geiko insures in the commercial. The logo doesn't show up a single time. There's not one word of copy. The only thing that even gives you a clue it's a Geiko spot outside of the caveman screaming silently at the sky in the rain is a wall of TVs in a store (the catalyst to his breakdown) that all show the old line, "So easy a caveman can do it." For aspiring filmmakers it's great, but I think it's gone beyond serving any marketing function at all. At least it feels good for the guys making it.