Everyone has seen a Geico commercial at some point whether it be on TV or through the internet. This ad is a standard 30 second slot of their famous Cavemen series that debuted in October 2004. This particular commercial utliizes the bandwagon effect because they make the caveman oblivious to the Geico sponsorship even though everyone else knows and is tuned in to the Geico presence.
Also, it is important to note the use of famous tennis legend Billy Jean King, who has a cameo but does not really give a testimonial. Perhaps they chose her because she was a strong advocate against sexism in sports and society and that kind of relates to the caveman's constant sense of ridicule by Geico saying "so easy a caveman can do it." Also they may have chosen tennis because it has a certain distinguishment as a high-class sport, and the caveman is trying to demonstrate his sophistication, which may also add some snob appeal in subtle fashion.
I think that is possibly the link between the caveman, tennis, Billy Jean King, and Geico. Of course, they might not have intended any of those connections and just meant to strike the funny bone of the unassuming television consumer with the flimsy slapstick of a caveman going McEnroe on the sideline, and Billy Jean’s presence is just a novelty, who knows.
Also, it is important to note the use of famous tennis legend Billy Jean King, who has a cameo but does not really give a testimonial. Perhaps they chose her because she was a strong advocate against sexism in sports and society and that kind of relates to the caveman's constant sense of ridicule by Geico saying "so easy a caveman can do it." Also they may have chosen tennis because it has a certain distinguishment as a high-class sport, and the caveman is trying to demonstrate his sophistication, which may also add some snob appeal in subtle fashion.
I think that is possibly the link between the caveman, tennis, Billy Jean King, and Geico. Of course, they might not have intended any of those connections and just meant to strike the funny bone of the unassuming television consumer with the flimsy slapstick of a caveman going McEnroe on the sideline, and Billy Jean’s presence is just a novelty, who knows.
The ad is effective because it definitely shoves the Geico name in your face by showing it on everything in the tennis arena. So it functions to advertise the brand itself, but I think it is ineffective in informing the viewer about the services that Geico provides until the very last second. The creators of this commercial are gambling on the fact that people are familiar enough with the caveman series of commercials that they don't need further explanation, as they neglect to mention the originating caveman link to Geico, being "it's so easy a caveman can do it," which uses the plainfolks pitch. They may be right that people are familiar with the cavemen, but I bet many people have forgotten how it started and how it relates to Geico.
One thing Geico has done well is create several standing series of advertising campaigns that cater to different comedic tastes. Like the famous Geico Gecko, who dreams of becoming an ad icon on par with the Marlboro Man. Or the irritation method monster Squealing Pig that puts a southern boy like me into a cold sweat of "Deliverance" nightmares. And who could forget the Money, whose googly eyes haunt us plainfolks by showing us how much we could save by going with Geico.
