These days the Geico caveman is breaking from the confines of the 30-second spot toward longer formats — the latest a still-in-negotiation deal to star in a half-hour comedy show produced by ABC. The potential series, being worked out with Geico’s shop, Interpublic Group of Cos.’ Martin Agency, would focus on three cavemen who have found themselves repeatedly humiliated by Geico’s tagline: “So easy a caveman can do it.” Read more here