So, I've decided that I really like the current Geico campaign. You know the ones that have the caveman? Well, for some reason I can't get enough of them. In fact when I see the one on the walk-o-later when the business-caveman sees the billboard of the Geico add "So easy a cave man can do it", I can't help but crack a chuckle; without fail I am amused, that one is my fav but I do like the other ones w/ the psychologist, the Miami Vice party and the TV interview as well.
It's not really even the concept that's all that funny, I mean, you know the idea isn't all that compelling - a caveman offended by the implication that all cavemen are stupid or "slow on the uptake". But there are other subtleties in the commercials that I find make them far more entertaining. What I think brings the commercial home are these things...
First it's the makeup. They did a really good job with the caveman makeup, striking a balance between the prototypical caveman "look" and some realistic facial movements and features. Meanwhile, there is a the caveman's typical attire. He's (or they're) usually wearing the standard modern outfit implicating the modernization of the caveman.
In the walk-o-later commercial it's all brought together with a handful of other elements. The first is the music - there's something about the music - whoever chose it did an outstanding job. Then there's the cinematography used by the director; you've
got the shot of him cruising by then vanishing from frame just long enough for you to figure out the realization he's come to. The next is the facial expressions; the caveman reacts in a way that tells us that he's not upset, but annoyed with the poster - this is one of the beauties of this entire campaign - and reacts with a sweet "come ON" upper body convulsion. Add to this that he's having to walk backwards on the walk-o-later in order to stay in shot and the result is priceless...
