Car Insurance Salesmen Come Out of the Cave.

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Author: Janoff, Barry

Who knew that selling car insurance could be so much fun? Geico has several new spots with three distinct themes, all under the umbrella tag, "15 minutes could save you 15% percent or more on car insurance." Three spots have the oddest use of Neanderthals since Ringo Starr was Atouk in Caveman. In each, a guy playing a Geico TV announcer says, "Geico.com is so easy to use even a caveman could do it." But that's sooo politically incorrect, as he finds out. In "Insult," a caveman who is part of the stage crew is angered and storms off. In "TV," two upscale cavemen in their posh living room see the spot and complain, "What's that supposed to mean?" And in "Apology," the announcer meets the two Neanderthals for a mea culpa. "Seriously We had no idea you guys were still around," he says. Shifting gears, a woman in "Dress" models an outfit for her husband. "Does this make me look fat?" The guy, who is not paying attention, replies, "You betchya." Voiceover: "In the time it takes you to pull out the sofa bed, you could save 15% or more." Other spots spoof infomercials, Old Navy ads and reality TV, respectively. The latter, "Tiny House," follows newlyweds who must live in a doll-size house for a year. "The drama will be real," screams the VO, "but it won't save you money on your car insurance." The Geico gecko is still the company's icon, but cavemen, pissed-off wives and reality TV aren't half bad, either.

Product: Car insurance

Marketer: Geico, Washington, D.C.

Agency: The Martin Agency, Richmond, Va.

Market: National

Martin Agency: Steve Bassett, creative director; Joe Lawson, copywriter; Bob Meagher, copywriter; Noel Ritter, art director; Cody Spinadel, art director

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By Barry Janoff