Case Study: GEICO Cavemen Ad

Easy run down-

Produced by "The Martin Agency" in 2004

GEICO aimed to demonstrate the simplicity/accessibility of purchasing insurance online. The line

“So easy, a caveman could do it.”

is meant to convey this idea. But they added a comedic twist. A modern caveman takes offence at this slogan. Turning to a satire of political correctness. (I didn't realize this till rewatching them) 

We got a story that made me think, "I'm not dumb like a caveman," and made me feel bad for that. Then the stupidity hit, and MM. So memorable, even as a dumb kid, they stood out. Culturally relevant for it's time.

This makes me think that this wouldn't work as well in the blessed year of 2025, when anything remotely political is met with rage.

However, building a world is a good arsenal, having a larger narrative with a brand instead of just a message. Be different, but not to the point of being alienating. The cavemen work because everyone can get behind it. Humor is a powerful tool in itself, but it's highly subjective, so keep your target audience in mind. (In GEICO case, it felt like targeted at a younger PC crowd, but then there's also something there for older folks as well)