Too much Cave Love

If you don't know about the Gieco cavemen, YOU must be living in a cave. The "it's so easy a caveman can do it" statement plays off politically incorrect jargon in an impossible setting. I for one, was quite impressed and humored by the set of commercials, and now there's more good news- The caveman actually has his own highly interactive Web site that let's visitors see where the caveman lives. When you first get to the site you can knock on the door, this is when Mr. Caveman himself invites you in. The whole thing is very entertaining and provokes active engagement and involvement in the campaign.

But is it all a bit much?

If you think creating a television series just for the Gieco cavemen is a bit much, then yes. Burt Helm of BusinessWeek does. But with the immense numbers of new television series, trailers, pilots, etc.; will commercials eventually merge with the likes of entertainment television? Gieco may be on to something here, they just may be a little before their time (not unlike the Gieco caveman... or something). But what may seem like a good idea to Gieco now, could easily turn into a disaster if they insist on fueling the fire of their beloved cavemen. I suggest Gieco stick with the funny commercials and interactive Web site. After all, we all know what it's like to have a relative stay past their welcome.