Peter Tartaglione talks Geico Commercial

Geico Commercial - http://www.youtube.com/watch?v=1j8NCAhjd_4



The commercial for Geico insurance, featuring the famous Geico Caveman, effectively utilizes sequence.
Within the first 5 seconds of the commercial, the commercial goes from a medium shot, to a wide pan out of the caveman walking, to a tight shot of his face. The sequence works because it sets the scene through the wide shots and shows the personal emotion through the close-ups.

:01- The Caveman gets off an escalator and walks toward the exit.
:04- The camera angle widens and you see the Caveman exiting a train station.
:06- The camera zooms in on the anguished Caveman's face.

Right after that closeup, the picture pans out to show the Caveman standing in front of a slew of T.V.'s advertising Geico with the slogan "So easy a caveman can do it." It then zooms into his face again to show greater anguish.
The video continues to switch back and forth between tight shots and medium shots as the Caveman runs down the street. The importance of the wide shots is to show the Caveman running through the streets alone, depicting him as a loner, and then the tight shots show his discontent with this. The commercial uses sequence very successfully to tell this story.