Winner for most unusual piece of development this pilot season goes to ABC, which has turned a series of quirky Geico commercials into an actual half-hour comedy project.
"Cavemen" will revolve around three pre-historic men who must battle prejudice as they attempt to live as normal thirtysomethings in modern Atlanta.
[The project], from ABC TV Studio, is penned by Joe Lawson, an advertising copywriter who was behind the "Caveman" ads -- as well as other Geico commercials (think the cockney-speaking Geico gecko, and the reality TV spoof "Tiny House"). Daniel Rappaport, Guymon Cassady, Will Speck and Josh Gordon are exec producers. Speck and Gordon, commercial directors who recently helmed the Will Farrell feature "Blades of Glory," are on board to also direct.
The single-camera laffer pilot is based on the Geico ads that promote the insurance company's Web site as so user-friendly that even "a caveman could do it."
The caveman commercials were created through the Richmond, Va.-based Martin Agency. Jeff Daniel Phillips and Ben Weber play the cavemen in the Geico spots; no word if they'll make the transformation to the TV project.