I like to make people laugh. I like to make people cry. I like to surprise them. What I never like to do is bore people. My goal is to never make advertising that could be described as vanilla.
The product makes your mouth water. So we had some fun with that. And right before we shipped it to be broadcasted during the World Series, the client asked if we could add a claim. “New! Advanced moisture action.” You can’t make this stuff up.
We were tasked with doing a film with multiple clients, to run before movies in the theater. We needed to use NFL talent, ESPN talent, make it about Coca Cola, and it all had to be approved by the theater group. So we decided to make a silent movie about a “nobody“ trying to get in to a game. Luckily, we found out Albert Brooks loved the genre and agreed to direct.
The financial world was crumbling thanks to big banks and the subprime mortgage scandal. The concern for JetBlue was that in recessions leisure travel slows down. So we needed to get business travelers to consider JetBlue. And do it in a way that kept the fun tone of the brand. The result? Take a look. People started talking about it.
It was also great to work with Bob Odenkirk, who directed it for us.
During the holidays it is hard to gift a phone with a contract. Virgin Mobile is pay as you go, without contracts. So it’s the phone for everybody. So we created the holiday for everybody.
It’s older work, but the New York Post called it the best holiday add ever. Wait, is the New York Post still in business?
A couple months before the Super Bowl, I was asked to toss some ideas over the weekend. The brief was to get people talking, even if it was a tad offensive. When I sent this in I knew it was on brief, but I didn’t expect them to go make it. They did. And it is still considered one of the most controversial Super Bowl spots ever.
Strange fact: Getting the kiss took 45 takes, and Bar Refaeli didn’t hold back.