Geico: Everyone can offend Neanderthal

Sometimes, though rarely, advertising agencies create a truly outstanding advertising. Such advertising is becoming a cult, it is doomed to adoration. But the most important thing - it can go far beyond its original shape and produce results that can not be assumed.

In 2005, a relatively obscure advertising agency Martin, entering the Interpublic Group, developed for the company Geico movie "Izvinineniya» («Apology»). The video depicts two Los Angeles Neanderthals, whose feelings were hurt by the manager of the insurance company used their way to symbolize simplicity.


"The site Geico.com you can easily manage their insurance. It's so simple that even a caveman cope "- not trying to hold back laughter, cheerfully told the manager. In the next frame manager sitting at a table in the glamorous restaurant, apologizes to the two Neanderthals, "We really do not know that you still exist».

Roller Geico «Airport»

"Next time, try to do some research" - with an offended air meets a caveman whose appearance can be described as "metrosexual minus a haircut».

Humor roller Geico built on the NCCA plays the ubiquitous American political correctness. In fact, the Geico cavemen symbolize uneducated people whose ignorance in such cases is a cause of particular sensitivity and inadequate response. The source of humor has been selected correctly, as to any shortcomings of man easier and more useful is with humor. Just as we laugh at buharikami of domestic comedy "Peculiarities of National Fishing" Americans laugh cavemen, offended by the insurance company.

The way the video was received by the public, forced the agency to continue the story about the life of a caveman in a modern world full of prejudices. A series of rollers with cavemen made their brand icons Geico. Despite the fact that "insulting" slogan in one form or another is present in every video, they are essentially independent video sketches that are associated with the name of a final pekshotom.

"Why no one says," So simple that even a psychoanalyst cope? "Laments a caveman Geico

The success of the movie will not only enhance the reputation of the agency Martin, and plot elements poured into the modern pop culture. According copywriter and Vice President Joe Martin Lawson, the agency did not expect any response from the audience. And it is worth. After all, we live in an era of content generated by consumers.

Pretty soon on the website YouTube - the main site for such content - there were various parodies of commercials with cavemen from the banal "fotozhab" to professionally shot videos. To the enthusiasm of the public are not extinguished, the company has developed its own Geico promo site CavemansCrib.com - an apartment, which is home to a caveman Joe Dayton and his two fellow tribesmen. In addition, in order to allay skeptics disbelief in the existence of cavemen, Joe Dayton is published regularly. On the day of the final game of the Super Bowl NFL Joe played golf with the chief sports columnist channel CBS, and in late February, he was interviewed on the red carpet of Hollywood stars arriving at the Oscars.

The first video Geico with Neanderthals «Apology«

The climax of the whole story with Geico cavemen began negotiations Geico, Martin Agency and ABC television series about starting Cavemen («Neanderthals"). On the idea of ​​Steve Bassett, creative director Martin, prompted laid out on YouTube at the end of last year, a fake movie trailer about Neanderthals Geico. Although Cavemen - not the first attempt to transform the advertising scene in the sitcom format, most likely, it will be the first successful attempt. And here's why.

Firstly, traditional advertising and its distribution channels, however trite it may sound, in agony. It has begun to understand and in Russia. In place branding comes concept of Branded Entertainment. For quite a long time, clumsy, tasteless and just boring advertising supplanted very creative rolls. These videos, in turn, severely competed with each other in the struggle for the hearts of consumers. Provoking positive emotions and linking these emotions trademarks became the main and only objective of branding. Commercials became more similar to entertainment micro-movies. Advertising, and not just videos prveratilas a new micro-genre - creative entertainment.

The only problem was that this new entertainment advertising Use old method of delivery to the consumer itself, or, now more correct to speak - to the viewer. Advertisers long wondered why the audience does not want to totally watch ads during commercial breaks, although gladly ready to buy a CD with a selection of movies that have won at Cannes. Somehow, miraculously advertising agencies did not notice that the product that they produce - it is not advertising, and entertainment. Gradually realizing his new role, advertisers with creative agencies to turn zrelischedateley.

Secondly, the Geico commercials episodic in its original concept and each of them could form the basis of any particular half-hour teleistorii. Moreover, unlike the suicidal robot factory General Motors or homophobic mechanics, Neanderthals Geico - it is the most politically correct target for the purpose or random insults.

Jaroslav Campfires




via ds-online.ru