A few years ago, auto insurance company GEICO ran ads that said switching to GEICO was so simple that even a caveman could do it. On the cleverness dimension the ads were great. They were funny and made the point that switching to GEICO was easy. But judged on triggers, the ads fail. We don’t see many cavemen in our daily lives, so the ad is unlikely to come to mind often, making it less likely to be talked about.
