The Big Picture Super Bowl commercials are, by and large, hilarious, with most using humor to plug their products and services. Many of them have become iconic, like Snickers' Betty White commercial, or the Old Spice Guy, aka Isaiah Mustafa. But there's a reason why commercials run a minute or less. Running with a joke for 30 seconds, or even across multiple commercials in 30 second spots , is much easier to do than to expand that joke across a 22 minute per week sitcom.
At least for a time. On social media, blogs, and even on YouTube, hundreds of people kept the cavemen alive. But there have been many prominent figures throughout television commercial history, so why the cavemen? Neel Williams, group creative director at The Martin Agency, has a good answer to that very question: “Back in 2004, Geico’s Caveman spots broke new ground in comedic advertising by telling the story of the anti-spokesperson. The tone was dry, edgy and sometimes biting.
When the creators met with those same reporters and critics at a Television Critics Association conference, they expected that maybe they'd get some pushback on the production values of the pilot, which they'd easily be able to speak to. They got pushback alright, but not for the pilot's production values. Instead, critics targeted the show's characters as satirizing African-Americans, not the sympathetic angle they had been aiming for.
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