The company's ads sometimes focus on its reptilian mascot, the Geico Gecko, an anthropomorphic Day Gecko, created by The Martin Agency, modified in 2005 to a CGI character by Animation Director David Hulin and his team at Framestore. The gecko first appeared in 2000, during the Screen Actors Guild strike that prevented the use of live actors.[8] The original commercial features the Gecko who climbs onto a microphone on a podium and utters "This is my final plea: I am a gecko, not to be confused with GEICO, which could save you hundreds on car insurance. So, STOP CALLING ME!" before licking his eye. Later "wrong number" ads used Dave Kelly as the voice of the gecko. In the subsequent commercials with Jake Wood[9] (which portray him as a representative of the company), the gecko speaks with a British Cockney accent because it would be unexpected, according to Martin Agency's Steve Bassett. In 2010s commercials, the gecko's accent is more working-class, perhaps in an effort to further "humanize" him.[10]