“It’s so easy to use GEICO.com, a caveman can do it.”

GEICO Cavemen are popular pitchmen in a series of well-received advertisements for the auto insurance company GEICO. In 2005, GEICO began an advertising campaign featuring Neanderthal cavemen in a modern setting. In these commercials a GEICO spokesman explains that using geico.com is “so easy a caveman could do it.” This slogan offends cavemen who are shown to still exist in modern society and are, in fact, quite urbane.

Stereotypes are ideas held about members of particular groups, based primarily on membership in that group. They may be positive or negative prejudicial, and may be used to justify certain discriminatory behaviors. Some people consider all stereotypes to be negative. Stereotypes are rarely completely accurate, based on some kernel of truth, or completely fabricated.