Curious & Company director, Wayne McClammy, The Martin Agency and Hungry Man have a whole lotta fun for Geico insurance with a universal truth: “If you’re a mom [sic], you call at the worst time. It’s what you do.”
Curious & Company was formed in 2015 when Curious Film created partnerships with Dummy, Hungry Man & Traktor. That gave Curious access to Hungry Man director, Wayne McClammy, one of Adweek’s “10 Commercial Directors Making Today’s Coolest, Strangest and Loveliest Ads” in 2015. McClammy’s flair for humour in general, and his flair for humour in Geico’s It’s What You Do campaign in particular, had hit the mark.
But that’s not the end of the story of It’s What You Do for Geico insurance. At the end of last year, The Martin Agency creatives realised the potential in the universal truth, “If you’re a mom [sic], you call at the worst time. It’s what you do.”
So the agency created an action-packed good guy-bad guys chase scene in which the hero gets interrupted by a call from his mum who wants him to know, “Well, the squirrels are back in the attic. Your dad won’t call an exterminator.”
But, of course, mums don’t call at just one worst possible time. They do it time and time again. And you can’t waste ad opportunities like mum ringing to ask about hashtags and hipsters or tell you about a giant “beaver” chasing dad across the lawn, so The Martin Agency, Wayne McClammy and Hungry Man also created a series of 10 second Momversations.
Creative credits:
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
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: Rock Paper Scissors
Post production/animation/VFX: Moving Picture Company
Original music and sound design: Q Department
Audio Post: Rainmaker Studios
