Most people don't really know how to go about choosing a financial planner. Instead of looking for a Certified Financial Planner, many rely on friends' recommendations and word of mouth, sometimes ending up with someone less than qualified. To show how dangerous this can be, we set up a little experiment to prove that "If they're not a CFP pro, you just don't know." And in the process, got our star to cut off 14 years worth of dreadlocks (Thanks again, Azmyth). TV showed the results of our little social experiment, while online and print executions let viewers try their hand to see if they could spot the imposter.
Nearly three years after it's airing, the campaign continues to get press coverage, and drive amazing results for the client.
It's not often that an ad campaign makes the cover of Bloomberg Businessweek a full 8 years after it first ran. But $9 billion dollars later, that's just what's happening with Domino's "Pizza Turnaround" campaign, as seen here...
The campaign took transparency to new heights by simply admitting that Domino's pizza, well, "sucked." This admission of guilt for their past pizza crimes gave Domino's the credibility it needed to show a skeptical public that their "new and improved" pizza was actually new, and actually improved. The campaign, sparked one of the most notable corporate rebounds in history, one of the most successful new product launches in history, and a campaign that's still being talked about years after it ran, not to mention an unsolicited, unpaid honor as the "Alpha Dog of the Week" award from Stephen Colbert.
With the Cubs on the verge of their first World Series title in 108 years, it seemed a shame that legendary announcer Harry Caray wouldn't be in the booth calling the game. Or would he? Through a bit of editing, we brought him back to call the final out. The day of the ad's release, Budweiser became the only brand in history to simultaneously have the most engaging post on YouTube, Facebook and Twitter. As Harry would say, "Holy Cow!"
“Cubs win! Cubs win! And Harry Caray, miraculously is there!” - Washington Post
“Harry Caray calls Cubs’ Game 7 World Series win in new Budweiser ad.” - Chicago Tribune
“Harry Caray calls Cubs World Series win in stirring Bud ad.” - The Daily Mail
“Budweiser turned around this incredible World Series ad overnight.” - Esquire
“Budweiser creates a Harry Caray call of Cubs becoming World Champions” - CBS
“Harry Caray calls final out of the World Series in stirring new ad.” - Fox Sports
After establishing the mischievous Dodgers Monkeys in a previous spot, Jammie Dodgers wanted to take these supreme simians to the next level with their newest flavor, Choccie Dodgers. The solution? An epic musical showdown, culminating in a national vote featured on Britain's most popular show, "The X Factor." Nearly half a million views and votes later, the original Jammie Dodger Monkey was crowned the victor.
With sales drooping and bankruptcy looming, Toys’r’us needed to have a big holiday season. With “The Naughty List is Not an Option” campaign, we made 8 different :15 spots based on a simple idea: Kids doing creatively mischievous things to stay in their parents’ good graces at the holidays.
Sure, they still went bankrupt. They were, after all, $6 billion in debt. But this campaign did give them a solid boost at the holidays.
How do you sell a minivan? A campaign featuring a celebrity spokesmodel lamenting the creation of unwanted children caused by parents pro-creating in order to justify getting said minivan. Simple.
Simpler still, was the VolkswagenBabyMaker300 website and app, where Brooke Shields gave parents a tool to see what their progeny might look like before taking the plunge into parenthood.
To help with StreetGrace’s mission to end sex trafficking, we created Suburban Horror Story: turning an ordinary suburban home into a live, in-the-flesh recreation of a real sex trafficking operation.
First, groups of visitors were driven by an ordinary looking man to a seemingly tranquil home. But once inside, they soon found themselves experiencing the disturbing sights, sounds and smells of a real surburban sex ring, with actors portraying key roles.
Real sex trafficking survivors were consulted to ensure the authenticity of the experience. Over the course of the live performances, state politicians, local leaders, and youth groups walked through the house, with many leaving visibly shaken.
Those who could not attend live could experience the house online in 360 VR, hear stories from survivors, and learn ways to help.
Press coverage from local and national media brought even more attention to the experience.In less than 24 hours we reached over 45,000 Georgians, leading to a 52% increase in donations. And state politicans and lobbyists who attended helped triple StreetGrace’s “Demand an End” initiative from only 3 to now 12 U.S. states.
When Kia set out to highlight their partnership with the NBA, they wanted to do so in a way that would also maintain their quirky offbeat sensibility. Enter NBA Air Fresheners, the only auto air fresheners that capture the "in-game musk" of your favorite NBA team.
After the successful Pizza Turnaround campaign, Domino's continued to lean into the honest approach, with the Show Us Your Pizza effort. Here, we unveiled some of the secret tricks of the food photography trade, pledging to eschew food stylists' tricks, and use real pizza photos from real consumers instead.
Next, after receiving some photos of damaged pizzas from angry customers, Domino's went even further with this new brutally honest approach. By having CEO Patrick Doyle admit fault and pledge to solve the problem, Domino's once again scored big points with consumers for being so forthright.
Back before cruise ships started breaking down all over the Caribbean, we executed these online spots as a continuation of Carnival's "Land vs. Sea" strategy, showcasing the disasters which often happen on land based vacations, and contrasting these with the ease and comfort of a Carnival cruise.
PUR water filters needed to communicate their superior water filtration technology, information which is well, a bit dry (pardon the pun). So we created Arthur Tweedie, water critic, a self-appointed genius and water filtration connoisseur, who of course prefer's PUR filters' superior technology, and wants everyone to know about it. His story took place across multiple online videos and TV spots, ostensibly taken from Arthur’s self-made “Water V-log”, and together created a look inside Arthur’s world that became more like a great sitcom than an ad. Thus viewers stayed engaged and laughing as we released it all online in a slow drip (sorry, another pun), always hammering home Arthur’s "world-famous" catchphrase....No PUR filter? NO STARS!!!
It's a running joke among New Englanders that not even the best Hollywood actors can even come close to doing an authentic New England accent. So to promote McDonald's locally made Newman's Own coffee, we had some L.A. actors give us their best/worst attempt at recreating it, proving once again that "you can't fake local flavor."
This spot was also my first crack at directing, along with my partner and co-director Pete Shamon.
* Note: The actress in the final shot is none other than Caite Upton, from this infamous clip.
Steve Fargus' star burned briefly but brightly. But even with just two weeks on the air in the UK, he garnered an impressive following. His plight as the only man in the UK denied of a BK Angus Burger inspired organically-created Bebo and Facebook groups both supporting and condemning Steve Fargus. Is he truly sorry? Only he knows.
For Coke Zero's NASCAR sponsorship, we created an addictively simple, yet difficult online game which linked Coke Zero with the excitement of NASCAR racing.
Our brief was 'the charm of the small." And after raising a 5 week old Beagle puppy in college, I can tell you first hand that there's nothing more charming and small than a puppy. Thus was born this spot, where our cute little BK Burger Shots elicit the same reaction as a cute puppy on a college campus might.
After the staggering honesty of both 'Pizza Turnaround" and "Show Us Your Pizza," we were tasked with taking transparency and honesty to another level. So we bought a billboard in Times Square and streamed customer reviews directly to it in real time.
Totaljobs.com had a previous tagline, "Don't rely on luck. Use totaljobs.com." So we personified luck as Mr. Luck, a rather dodgy and unreliable cab driver, played by the extremely talented and soon-to-be-very-famous Adrian Martinez.
After decades of Windows being known as frustrating and difficult to use at best, the "My Idea" campaign set out to position the new Windows 7 as a surprisingly user-friendly OS built around customer needs.
Domino's suffered from their perception that their pizzas were little more than "frozen trash discs" as Stephen Colbert once said. So to prove the freshness of Domino's ingredients, we staged a rather cloak and dagger production, bringing focus groups straight to the farm.