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Lauren Wallace
Martin Agency's 'Lauren Wallace' has a life of his own
Thursday, May 01, 2008 - 12:07 AM Updated: 07:13 AM
The 'Lauren Wallace' character, created by Richmond's Martin Agency, has become a NASCAR icon in its own right. (Photo courtesy The Martin Agency)
By VIC DORR JR.
TIMES-DISPATCH STAFF WRITER
The toughest, coolest, most ruthlessly ambitious driver in motorsports was born in Richmond, resides in Chicago, doesn't have a driver's license and is more familiar with the nuances of Hamlet than those of Denny Hamlin.
Meet Lauren Wallace, the fictitious pre-adolescent pepperpot whose quest to replace distant cousin Mike Wallace behind the wheel of the No.7 GEICO Racing Camry is the premise for a series of popular and wickedly funny television commercials created for GEICO by the Richmond-based Martin Agency.
Many believe Lauren to be a flesh-and-blood prodigy who one day will shove opponents out of his way on the high banks at Daytona. That perception is a tribute to the work of Eddie Heffernan, a 14-year-old actor who has breathed honest-to-goodness life into Lauren's voice, mannerisms and ill-concealed contempt for his adult cousin.
"As an actor, I can sort of relate to [Lauren the driver]," said Heffernan, who will not appear at Richmond International Raceway this weekend. "I'm probably not as cocky as Lauren is, but I understand his passion. Believe me, when I need to be, I can be pretty competitive."
Nor is that the only similarity. Lauren is a take-no-prisoners go-kart driver. Heffernan, a freshman at a Chicago-area public high school, says laps at a go-kart track near Nags Head, N.C., have long been personal highlights of his family's vacation trips to the Outer Banks.
"Every Christmas, I used to ask my parents for a go-kart," he said. "One year, I actually got one. I drove it until it broke down."
Magic occurs when the right actor and the right role find each other. Steve Bassett, the Martin Agency's senior vice president/creative director, said his firm conducted casting calls in New York, Chicago and Los Angeles. Most of the candidates, he said, "were typical Hollywood kids who tried to play [Lauren] cute. Eddie was the one who understood that Lauren had to be wise beyond his years. He played him as a man in a little boy's body."
He had help, of course. Lauren's lines were created by Joe Lawson, a former Martin Agency copywriter. Most are memorable. Some are delicious: "I didn't say I wouldn't go fishing with the man," and "I'm a hundred miles away, son, ready to strike," and "If he comes near me, I'll put him in the wall."
Lauren's physical appearance -- particularly his throwback fire suit -- was inspired in part by Steve McQueen's portrayal of a Porsche driver in the 1971 motion picture "Le Mans."
Heffernan said he knew from the moment he first read the commercial script that Lauren -- fire suit, sunglasses, toothpick and all -- had the potential to be a hit. Others were less certain.
Mike Wallace, the silent, unwitting foil to Lauren's simmering impatience -- "Poor fella, he has no idea" -- said he wasn't impressed when the concept was first presented.
"I didn't like it because I didn't get to speak," he said. "I said, 'Wait a minute. What's this? Why don't I get to say anything?' They said, 'Please, just stick with it and be patient and give it a chance to work.' And oh, my gosh, were they ever right. It's been nothing short of phenomenal."
The GEICO commercials first appeared in early spring 2006. Lauren has since become something of a cult idol in stock car-racing society. His appeal is equal to, if not greater than, that of some drivers. His appearances at Daytona in February and Talladega last weekend created seismic commotions.
Said Mike Wallace: "It's an amazing thing. Everybody -- fans, other teams, people in the garage, people in the grandstand, everybody -- knows [Lauren's] lines. I'll bet I hear it 40-50 times a weekend: 'Hey, Mike! Where's Lauren? Is he going to put you into the wall today?' Or 'Hey, Mike, are you and Lauren going fishing this weekend?'"
Until the Martin Agency and Lauren Wallace came calling, Heffernan was, by his own admission, something less than well-informed about stock-car racing. His sports of choice emphasize footpower more than horsepower. He plays varsity tennis and junior varsity soccer.
"When you grow up in Chicago, you don't see or hear a whole lot about NASCAR," Heffernan said. "I've learned a lot about it. . . . It's probably fair to say that I'm learning to love it. It's a great sport with a lot of great people."
Every NASCAR fan has a favorite driver. Heffernan is no different. He said he has become "quite the fan of" Mike Wallace and the GEICO team.
Mike Wallace?
Heffernan laughed. He recognized and appreciated the irony.
"I know," he said. "But think about it. I work with Mike and when I go to races I get a chance to watch him and the [pit] crew. I know them. I like them. They're good guys. How could I not want them to do well? How could I not cheer for them?"
How?
Obviously, he hasn't asked Lauren.
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Just when I think you said the stupidest thing ever .....You keep talking
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