Geico caveman waits at Cro-Magnon & Vine; Martin Agency in talks to turn underestimated ad icon into ABC sitcom star.

Advertising Age, March, 2007 by Capps, Brooke

Byline: BROOKE CAPPS

bcapps@crain.com

His name is joe dyton, thank you very much. And he'd really appreciate it if you referred to him by name rather than "the Geico caveman.'' Being defined by the company who uses you as a whipping boy is for geckos.

These days the caveman is breaking from the confines of the 30-second spot toward longer formats-the latest a still-in-negotiation deal to star in a half-hour comedy show produced by ABC. The potential series, being worked out with Geico's shop, Interpublic Group of Cos.' Martin Agency, would focus on three cavemen who have found themselves repeatedly humiliated by Geico's tagline: "So easy a caveman can do it.''

They've been branching out for a while. In January, Joe Dyton-so named...

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