The Ultimate Campaign
Everyone is always looking for that one campaign that stands out. You know the one. The one that everyone talks about at work. The one that makes TV viewers hush and pay attention. The one that makes viewers laugh and immediately say “I love their commercials”. Not only do these campaigns achieve recognition and appreciation, they positively develop the brand - when executed correctly.
Over the past year or so, we have watched a company thrive off of one of these campaigns. When you hear the word “caveman” what comes to mind? These days, many people would reply “Geiko”. The caveman campaign, as developed by the Martin Agency in Virginia, has evolved into much more than your run-of-the-mill ad campaign. As of right now, it is in the process of growing into the ultimate campaign for Geiko.
ABC has recently asked the Martin Agency to work with Touchstone Television to put together a pilot for their recent Caveman spots. If all goes well, we could possibly see this campaign turned into a national sitcom by the end of the year.
Imagine how extremely pleased you would be at this point if you were the CMO of Geiko. You’ve had a hand in what may be the most successful campaign in years. Sure, the original campaign worked out great - but to now have a national television show that is based around your brand is truly surreal. The amounts of exposure and awareness that this sitcom will produce are through the roof. Basically, it’s like having ABC come to your agency and ask to run promotional 30 minute spots for your client with no charge (Oh…and did they mention they are national spots…during prime time?).
It’s so funny how an idea that seems so simple (such as the caveman) could turn into such a huge opportunity. It displays the difference between good creative and great creative. While you can’t sit in meetings and strategically plan to turn your campaign into something as big as a television show, you can search for that piercing insight - so brilliant that it takes your campaign to this next level.
Kudos to the Martin Agency and their great caveman campaign. I find it somewhat comical that companies will be buying ad space during this show (which in itself is an advertisement). Who knows, this could be the beginning of a new trend in television advertising.
