Brad Jones:  In _ 2004 _ , the auto insurance company , GEICO , introduced us to their new marketing characters , the GEICO Cavemen . Sort of a send - up of modern political correctness , the joke was that these present - day cavemen exist among us in regular society , thus no longer making them cavemen , I guess . And they become easily offended at the company 's slogan , " It 's so easy , a caveman can do it . " Which , if cavemen are a normal part of society , then sure , that comes across as an extremely racist thing for a company to not only say , but * keep * saying over the course of the campaign 's several - year run ! And you know modern business practices : the second someone complains , they keep doing said offensive thing over and over again !