AI Snips
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Unwanted Client Becomes A Challenge
- Noel Ridder got stuck with an insurance client nobody wanted to touch at his Richmond ad agency in 2003.
- His brief was to make signing up for insurance online seem clever and not painfully boring.
A Short Story Sparked A Slogan
- Noel was reading George Saunders' Pastoralia and noticed the caveman characters' mismatch of seriousness and modern office tedium.
- That contrast sparked his idea and produced the slogan: "It's so easy, a caveman can do it."
Humor With Emotional Undercurrent Sells
- The caveman ads mixed humor with a tinge of sadness about social labels, echoing the Saunders story's tone.
- That emotional complexity helped the spots resonate and put GEICO on the map.