In Rob Walker’s latest column, he explains how those posh cavemen in the Geico commercials have crept their way into pop-culture and expands upon the possibility of ABC picking up on the spots and turning them in to a sitcom.

The recent news that ABC was willing to entertain the possibility of a sitcom starring the Geico cavemen seemed a sort of watershed. Here were characters dreamed up as part of an advertising campaign, potentially crossing over into a venerable form of mainstream, pop-culture entertainment. While that sounds momentous, it misses a larger point. As characters in a successful advertising campaign, the cavemen are already part of mainstream pop culture. More so, in fact, than the characters in most current sitcoms.

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