Broadcast Copywriting
Duraflame Quick Coals “Fast Food” :30 TV Spot
When Duraflame tapped our team to develop a TV spot for their new fast-lighting charcoal product, Quick Coals, they only had two requirements: The spot had to star their sponsored NASCAR driver Greg Biffle, and we had to incorporate their custom promotional car that has a fold-out grill in the trunk.
Done and done.
This spot ran during NASCAR races on Fox and ESPN.
Allied Van Lines “Whatever Moves You” :30 TV / Web Pre-Roll Spot
This spot was part of an integrated campaign that launched Allied’s re-branding efforts in 2009. The creative was provided to local Allied agents, who customized it with their contact information.
Radio
I love writing radio because it’s always a unique creative challenge. And if you’re lucky enough to work with talented voice artists and a creative engineer, it can be lots of fun.
I can’t add much more, except that I used to have a reel full of great ads, but my tapes were stolen out of my car along with my entire cassette collection. So while I would really rather play you the X Files spoof I wrote for Ronnie Colosimo’s Oak Lawn Toyota, I can’t. But these spots are pretty good, too. Click the title links to listen.
Solarus “Ask Your Doctor” Radio
Solarus Communications is an independent phone and internet provider in Wisconsin. Their brand identity is somewhat quirky and off-beat, and they promote their local Wisconsin roots as a point of differentiation from “outside” competitors like Time Warner.
They asked for a humorous spot for their broadband bundle that would stand out on rural radio stations.
Drawing inspiration from their name, and from those ubiquitous “men’s pharmaceutical” ads we all know and loathe, I wrote this script and presented it along with two other “safer” concepts, fully expecting the client to reject it. To my surprise, they went with it. And I’m so glad they did.
This spot carried on Qwest’s tradition of kinda-corny-kinda-funny radio spots. The key creative challenge was spinning the same old bundle offer in an unexpected way. So I thought to myself: What’s more unexpected than Big Foot selling broadband? Nothing. That’s what. So I ran with it, and this spot is the result. It’s certainly not my crowning achievement, but I consider it a minor masterpiece of painting within the lines.