An interesting set of ruminations on the fate and fabulousness of the Cavemen is going on over at Ron Rosenbaum's joint. I don't think the idea has jumped the shark at all. I think it has only just begun to realize its potential. Sure there's been a misstep, but this one is primed to really take off. Anything is better than an Aussie gecko.
As a symbol of uppity put-upon bourgie folks engaged in the passive aggressive spin cycle of the perpetually offended, the GEICO Cavemen engage in refrains familiar to this black man. It's only a matter of time until one of their lines strikes a nerve as too closely resembling reality, but that could make it even more funny.
I've enjoyed the series of commercials from the very beginning, and my favorite is the news interview. The way in which the caveman establishes a subtley condescending arrogance is is absolutely great. But the real potential of the series, since there are two Cavemen, will be found between them. You see, so far neither of the Cavemen have shown any cracks in their facade, but what if they actually decide to take their critics at their word? One presumes that they've never purchased the product in question in protest, and the assumption that they've been fighting is that they're too simple-minded to actually accomplish it. What if one of the Cavemen has an idiot cousin?
I envision a scene in which one of the Cavemen comes home for a holiday dinner and his mother remarks about how good it was to see him on the TV. His father gruffly says that he is proud of the way his son has stood up for his principles and points to people around the table with his fork, you should all remember his example. Then his wiseass younger teenaged sister (with the pierced nose) says "You're all hypocrites! None of you even has GEICO insurance!", to which dumb brother responds, "I tried that online thing but it's too complicated". Mom says "You hush!". Everybody eats in silence.
BAM!
It goes without saying that in this country, the Caveman bit could not work unless the actors were discernibly white. Whitefolks fit stereotypes easier. But I do like one of the earliest (if not the first) commercial in which one of the grips who was a bit more primitive looking than the current two stars, walks off in a huff saying 'Not cool, man' in a classic valley dude accent. It illustrates class / cultural identification so very well.
Paying too much attention to the Cavemen themselves is a mistake, because everyone is being parodied here. The straight characters are being mocked for their obliviousness and their condescension; they're being 'whitefaced' and mocked for prejudices. So the next barrier that needs to be broken in order to give live to the series is the humanization of the straights.
Imagine a very attractive woman standing at a podium on the dais concluding a speech at a swanky fundraiser. ''And that is why we stand in solidarity with our brothers. After all this is America!" (Cheers). She sits down next to the Caveman and steals a kiss. He says "You were great". She grins and then nervously whispers "You do have GEICO insurance, don't you?"
BAM!
Through all this, the primary Caveman must remain intrepid through all. He must have a strong sense of integrity. He must never indicate whether or not he has the insurance. He must not be plagued with self-doubt.
Anyway, I hope we are treated to such wonderful examples in the future. The ad guys have shown themselves to be worthy of the icons they are creating, as they are being hilariously entertaining and effective at the same time. These are commercials that are being passed around on YouTube between friends. That's success.
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