"So easy a caveman could do it..."

Geico's ad campaign slogan is "so easy even a caveman could do it." This is a anthrocentric (human-centered) fallacy. The claim is that checking into or switching auto insurance over to Geico insuarnce via computer is so easy that a caveman would be able to do it. The underlying message is that switching to Geico insurance is very simple. At issue is that a caveman would have to drive a car therefore needing auto insurance and that the caveman would have to know how to use a computer. In addition, the caveman would have to have the ability to reason or compare in order to understand Geico's comparison if he did drive a car and did know how to use a computer. There are many factors of auto insurance comparison, such as coverage levels, types of coverage, etc. that make auto insurance difficult for many modern humans to understand.