Casting session at La Brea Tar Pits?

I don't care how many times I see them, those Geico caveman spots (The Martin Agency) crack me up every single time. You can see the current ones here: http://www.geico.com/video/

In a true case of Branded Content, ABC is developing a sit-com pilot for the 07/08 season around those lovable pre-historic men about town. "Cavemen" will show the plights of these neurotic city dwellers as they battle prejudice and attempt to live as normal thirtysomethings in modern Atlanta.

While thirty seconds of cavemen is hilarious, it will be interesting to see if thirty minutes is as funny. It could end up being a boring repetition of the same joke over and over. An encouraging harbinger: ABC has involved some heavy hitting talent, including directors Will Speck and Josh Gordon. Speck and Gordon recently helmed "Blades of Glory."

Filming starts this week.