In my opinion, the most tactically brilliant tv commercial in recent past, is the Geico Cavemen ad:

For those who have never seen it, each installment of the ad campaign portrays 2-3 Neanderthal cavemen attempting to assimilate* into our modern society. Every time they are at the brink of attaining success, they see a Geico advertisement with the motto “so simple even a caveman can do it.” At that point, they give up, disgusted, and frustrated at suddenly being reminded they are cavemen.
Of course, modern society, in this case is implicitly taken to mean “modern developed first-world Western heterosexual society.” Amazing how much you can fit into the silence of one typographical space.
Don’t get me wrong: I think it’s one of the most annoying ad campaigns ever. But, I consider it brilliant because like the ventriloquist who uses nonsensical puppets to voice society’s intolerence, it exonerates the viewing audience from guilt while making a statement about prejudice. The Geico cavemen ads do the same thing; it clears homosexuals, minorities, unassimilated third world peoples, queers, fatties, lower class people, uglies, no class people, poor, indigent, trans, whatever of being targeted while saying one thing:
You can try to be one of us. But you will never truly be one of us. If you fail, it’s because you have an inferiority complex from all the mixed messages we have been sending you. We want you to be like us, we just don’t want you to be one of us. So assimilate, just don’t do it too well or else we’ll have to remind you who you are.
It’s a fantastic display of disseminating power across the board, striking fear and doubt in our latent consciousness, because I think most of us have tried to belong in some way or another at one point of our lives.
Barbara Kruger’s When I Hear The Word Culture I Take Out My Checkbook
If I sound as if I’m reading too much into it, it’s probably because I went through my school days being exposed to the works of Barbara Kruger, Jean Baudrillard, and Jacques Derrida. These theorists of simulacra and hypperreality deconstructed rabid consumer culture to show us that the signs and message are all around us. The Geico cavemen commercials actually put together many points made by postmodern deconstructionists in a space of 30 seconds.
Barbara Kruger’s Buy Me, I’ll Change Your Life
Here is an excellent article on Barbara Kruger by Shawn Rider.
*I’m not against assimilation. I think you should at least make an attempt to adopt whatever culture of the country, society, or group of people that you live in or among. I wish the quickly disappearing indigenous cultures can remain intact on a global level, but once you leave the geographical location, it seems close-minded to want to stubbornly cling to your old ways. If you refuse to thank anyone for anything (“because nobody thanks anyone for anything back home“), blow your nose in public while buying tiger’s testicles to boost your sexual prowess after a dinner of tea and dog meat while speaking a foreign language, reading newspapers from your homeland, and loudly displaying the flag of your old country everywhere you go…well, I can’t help but think “if you love it that much…what are you doing here?”.



