ABC to Purchase Pilot of Sitcom Based on Geico Caveman Ad

Getting a TV show is so easy, a caveman can do it.

At least according to Variety magazine, who today reported that ABC has ordered a pilot episode of a sitcom based on Geico's caveman ad campaign.

"Cavemen" will center around three 30-something pre-historic men living in modern-day Atlanta. Like the caveman in Geico's commercials, the Neanderthals in this comedy will face stereotypes modern men and woman pin on our ancestors.

Advertising executive Joe Lawson, who also was the copywriter behind the Geico caveman ads, as well as other Geico ads, penned the pilot. Variety also reports that Daniel Rappaport, Guymon Cassady, Will Speck and Josh Gordon are executive producers.

One successful formula for creating funny television shows and movies is taking a main character out of his or her element. It worked for the Geico ads, so why not the boob tube? The Geico caveman is often shown in jest experiencing prejudice from newscasters, shrinks and, well, Geico ads posted in the airport. The caveman does call the newscaster out in one of the ads, crediting 'his kind' with creating the wheel and discovering fire.

Geico has set up an online home for the caveman at CavemansCrib.com which allows users to take a tour of his pad, and interact with items in the apartment. Additionally, users have uploaded all of the Geico caveman ads to YouTube.com and with the amount of plays registered and comments given, there is no doubt thousands have embraced the caveman-and found the concept funny.

Geico's caveman ads were created by the Virginia-based Martin Agency, with Jeff Daniel Phillips and Ben Weber portraying the cavemen. There is no word if these actors have landed roles in the pilot.

Washington, D.C. based Geico has created many memorable ad campaigns, most notably the talking gecko. The talking green reptile was introduced in 1999 and was originally voiced by Kelsey Grammar. Geico also is known for its spoof ads.

Variety adds that an endeavor like this is not the first to come of an advertising character. CBS in 2000 broadcast "Baby Bob," based on the talking baby from the Quizno ads. However, it was canceled.