On last week's Variety Pilot Watch, an article was posted referencing one of ABC's new pilots. The premise? Well... you've seen the Geico "Cavemen" commercials, haven't you? (In case you aren't completely up to date on the campaign, check out a past post of mine for more info.)
I think the campaign is absolutely genious, and product placement has been around for ages, but I don't know that I can see consumers watching what is, quite literally, a 30 minute commercial for car insurance. It's too much product placement on one show, if you ask me -- especially if the show revolves around watching cavement react to the Geico slogan.
Watching the Tom Cruise dance in his Ray-Bans is, well, really funny. Looking at the American Idol judges behind their Coca-Cola glasses is easily overlooked. But sitting for 30 minutes while a caveman runs around talking about Geico for the full length of the show? (I say 30 minutes and not 23 minutes, because we all know many of the commercials will be for Geico, making the company hit you over the head with its slogan even more.) It's just too much.
Whether the issue is lack of pilot ideas or needing new storylines, if I'm looking to watch a 30 minute show about car insurance, I always have the late night informercial channels. I'm not interesting in infomercials invading my primetime viewing!
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