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The Most Meta Ad Of All Time

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by Jeff Bercovici
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Sep 19 2007 12:00am EDT

The Most Meta Ad of All Time

I get a little confused every time I see Tiger Woods wearing the swoosh in a commercial that's not for Nike. So you can imagine how I struggled to wrap my brain around the ad above, for Weatherproof Garment Co.

Stay with me here. The caveman in the ad was created to promote Geico insurance. Then ABC built a sitcom around him. And because that sitcom features a Cro-Magnon TV weatherman (he's the token minority on a local news show), Weatherproof apparently thought it would be funny to have him play the Al Roker role in its new campaign.

Okay...but who pays for it? Weatherproof? ABC? Geico? All of the above?

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