Ad of the Day: Geico’s New Mom Character Is So Good, They Couldn’t Do Just One Spot

Cindy Drummond gives Martin plenty of material

In The Martin Agency's latest "It's What You Do" ad for Geico, a James Bond-style super-spy takes an unexpected phone call that severely cramps his style just as the bad guys and helicopter close in.

Check out the spot here to find out who's on the other end of the line:

Whoa, the squirrels are back in the attic, and Dad won't call an exterminator!? That's just one of the scintillating topics to savor when you hear from Mama, with love. She calls at the worst times. That's what she does.

"My mom is guilty of this," Martin senior copywriter Ken Marcus tells Adweek. "She's always calling at the worst time. I guess if you're a retiree, you forget things like work hours."

Note the squirrels racing through the yard behind Mom as she makes the call. Nice touch from Hungry Man director Wayne McClammy. But why focus on moms in the first place?

"Moms call a lot," says agency creative director Sean Riley. "I think most people would see some truth there. The hard part is finding the funny twist to the story. We just thought it was fun to contrast a mundane phone call with the seriousness of a spy scene."

It's a tried-and-true trope, essentially a cliché, but actress Cindy Drummond really shines. So much so, in fact, that Martin extended the bit beyond the 30-second "Spy" commercial with shorter "Momversations" showcasing her delightful deadpan delivery and penchant for amusing ad-libs on topics like tattoos, hashtags and beaver-like rodents called nutrias.

"She's a better writer than I am," says Marcus. "She kept giving us so much fun material. It would have been a shame to leave that all behind on a hard drive somewhere."

"We had to do a lot of extra takes on the line, 'Your father was attacked by a big angry beaver,' " says Riley. "Cindy cracked up every time."

CREDITS

Client: Geico

Vice President, Marketing: Ted Ward

Director, Marketing: Bill Brower

Senior Manager, Marketing: Melissa Halicy

Marketing Supervisor: Mike Grant

Marketing Buyers: Tom Perlozzo, Brighid Griffin, Katherine Kalec

Marketing Specialist: Julia Nass

Agency: The Martin Agency

Chief Creative Officer: Joe Alexander

Group Creative Directors: Wade Alger, Steve Bassett

Creative Director: Sean Riley

Senior Copywriter: Ken Marcus

Executive Producer: Brett Alexander

Senior Broadcast Producer: Heather Tanton

Junior Broadcast Producer: Sara Montgomery

Group Account Director: Brad Higdon

Account Executives: Jon Glomb, Allison Hensley

Account Coordinator: Allie Waller

Business Affairs Supervisor: Suzanne Wieringo

Financial Account Supervisor: Monica Cox

Senior Production Business Manager: Amy Trenz

Project Manager: Karen McEwen

Production Company: Hungry Man

Director: Wayne McClammy

Managing Partner, Executive Producer: Kevin Byrne

Executive Producer, Head of Sales: Dan Duffy

Executive Producers: Mino Jarjoura, Nancy Hacohen

Producer: Dave Bernstein

Production Supervisor: Shelly Silverman

Editing Company: Rock Paper Scissors

Editor: Christjan Jordan

Assistant Editor: Pieter Viljoen

Executive Producer: Angela Dorian

Producer: Helena Lee

Telecine: Moving Picture Company

Colorist: Ricky Gausis

Animation, Visual Effects: Moving Picture Company

Executive Producer: Elexis Stearn

Senior Producer: Juliet Tierney

Production Coordinator: Valentina Cokonis

Line Producer: Goutham Hampankatta

Flame Lead: Mark Holden

Nuke Artists: Janice Tso, Jim Spratling

Visual Effects Supervisor, Head of 3-D: Jason Schugardt

Lead Lighter: Tim Kafka

Render, Look Development: Jessica Groom

DMP: Partha Modal

3-D Supervisor: Nishanth Shrinivasa

Original Music and Sound Design: Q Department

Audio Post Company: Rainmaker Studios

Engineer, Mixer: Jeff McManus