Would Ford buy ad time in a series starring characters from Volkswagen commercials? Not too likely, right? Well, that reluctance is tantamount to the situation that’s reportedly shaping up for ABC’s upcoming Cavemen.

The sitcom is built around the cave-age characters who appeared in a popular ad campaign for Geico. Small wonder then, that rival insurers aren’t exactly clamouring to expose their brands in the Neanderthal environment. Aflac has already announced its intention to steer clear, while both New York Life and Progressive Insurance recently hinted to Adweek that they’re planning to follow suit.

The upshot? Building branded entertainment just got trickier.