|
“It’s so easy to use geico.com, a caveman could do it.”
With those words, Geico has created one of the best commercial campaigns of the past decade. The car insurance company has been running the caveman campaign since 2004. The premise is the work of an advertising genius. We all know what is meant when someone is called a “caveman.” Adjectives like stupid, backwards, slow, unsophisticated come to mind. These low browed, follicly-well-endowed Neanderthals make the perfect image for Geico’s message of simplicity.
One of my favorite sayings is, “It’s funny because it’s true.” The caveman campaign is successful because it uses humor to describe a fundamental truth about being human – the human propensity to form identity by scapegoating others.
In the commercials, cavemen are a minority within modern culture. They make good scapegoats because they are a minority that is easy to identify: They have high cheek bones, broad noses, and low brows. The majority within the commercial needs an “other” to be stupid, backwards, slow, and unsophisticated in order to know that they are smart, progressive, fast, and urbane. In order to believe that they are “good,” the majority needs to believe that a minority group is “bad.”
This identity formation process is also how the “real world” works. It’s part of a “real world” myth that says, “There is a lack of goodness in the world. So, in order to believe that we are good, we need to believe that someone else is bad.”
The cavemen commercials challenge this identity formation process by presenting cavemen as sophisticated, sensitive, and complex minority who have adapted to the modern world; they work on computers, play the piano, and order “roast duck with the mango salsa” at fancy restaurants. Yet, the majority remain blind to their similarity with the cavemen in order to define their goodness against the cavemen.
That myth of the scarcity of goodness permeates our culture; we are all infected by its messages. We are constantly given the message that there is a lack of goodness in the world, and in order to be good we have to look and act a certain way – that we have to assimilate to the majority within culture. But the true genius of the Geico commercials is that they give the flip side of the truth: The truth of “victim identity.”
It needs to be reiterated that culture does create victims. The Geico commercials won’t allow us to ignore that truth. The cavemen have a “victim identity.” They are constantly trying to assimilate to, and find acceptance from, the larger culture. The cavemen, as victims, believe the myth that there is a scarcity of goodness in the world, and in order to be good they need to find acceptance from their victimizers, who are the holders of all “goodness.” What would happen, though, if the cavemen were accepted by the larger culture? The cavemen and the homo sapiens would unite in “goodness” against another scapegoat.
The important lesson we should take from the Geico caveman commercials is deeper than the accessibility of geico.com. The commercials point beyond themselves to a cure for scapegoating. Our own goodness is not determined by others. There is not a scarcity of goodness in the world. The truth is that we all have goodness. The ethical task, then, is to treat ourselves and all others within that goodness.
|