Geico’s Cro-Magnon is making a comeback. The insurer is resurrecting its iconic caveman character in a new campaign that includes an expensive two-minute ad buy during NBC’s Saturday NFL broadcast of the Pittsburgh Steelers-Cincinnati Bengals game, which marks the longest ad in Geico’s history. 

Called “The Nightmare,” the ad created with longtime Geico creative agency The Martin Agency, shows the caveman waking up at night while in bed with his wife. He explains that he is plagued by night terrors following a request from Geico to star in an upcoming documentary.

“They turned me into a punchline,” the character complains to his wife, before channeling his negative energy into a midnight workout on his rowing machine.

Shorter 30-second versions will also air in the coming weeks, and Geico is planning a robust social media rollout as well, according to Damon Burrell, chief marketing officer.

“What we hear from our customers over and over again is ease is very important to them,” said Burrell. “We know insurance is complicated we try to make it as easy as possible.”

The character originated in 2004, as part of a wave of mascot-fueled insurance advertising that includes Geico’s gecko (introduced in 1999) and Progressive’s Flo, who debuted in 2008. In 2007, ABC debuted a sitcom based on the caveman that featured three of the Cro-Magnons living in San Diego, and their quest to fit in with modern society. But it was short-lived and dealt with criticism of having racial undertones. One of the last ad appearances came in 2018 when Geico put cavemen in an Olympics-themed ad.

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With the new ad, Geico is hoping that the caveman’s well-known tagline, “So easy a caveman could do it,” can help attract a new generation of customers. Nearly 20 years after the caveman first appeared, many new aspects of convenience have emerged, including Geico’s digital app and quick claim tools, Burrell said. He said the caveman can help the brand explain its insurance offerings beyond auto, such as home, jewelry and pet insurance.

Tapping into the nostalgia of the character could also help Geico win over Gen Z customers, a cohort known to have a soft spot for such memorable marketing and a group known to feel agnostic about insurance.

“When you hear Geico, the older generation says, ‘Oh we love the caveman when are you going to bring him back?’ and the younger generation says ‘Oh, we love the gecko and my parents love the caveman,’” said Burrell. “This is the perfect opportunity to bridge the gap.”

The return of the Neanderthal will “open up the door” for Geico to reintroduce its full suite of characters, he added, with more content to come. The insurer did not elaborate on the documentary referenced in the spot.

Geico worked with IPG’s Mediabrands, which won the insurer’s media account last year, on media duties for the new campaign.

Below, a look at some of the original caveman ads.

The caveman debuted as an offended cameraman on set at a Geico commercial shoot.

The theme of insulting the character, and having to apologize, continued with other spots.

Despite modern-day activities, such as airport travel, the caveman could never leave Geico’s insult behind.