FYI 05.17.07

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"Cavemen" drew mixed reviews at ABC's upfront presentation Tuesday night and might prove a hard sell to media agencies with insurance marketers as clients. The sitcom is based the popular commercials from car insurer Geico. "Cavemen" will air at 8 p.m. on Tuesdays, a night ABC is building around the results portion of its hit reality show "Dancing with the Stars." ABC's entertainment president, Steve McPherson, speaking at a press conference for the media and network affiliates, said "Cavemen" was such a strong project that the creative team from the marketer's ad agency, the Martin Agency, were able to stay on board. Much as they do in the commercials they pitch for, the cavemen will confront issues of race in America and look at how they try to fit into the world -- humorously, of course. As for whether Geico commercials would appear during the sitcom's commercial breaks, Mr. McPherson said, "There will be a time when the Geico commercials will come on when we're promoting the show and it is part of the arrangement [for Geico] to promote it." He added that the two parties might collaborate on product placement but, as yet, there wasn't an agreement to do so. -- Claire Atkinson
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