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After five years of State Farm's "Magic Jingle" campaign, the brand was looking for a way to evolve their image without losing the iconic song. With that, "Having Insurance Isn't the Same as Having State Farm," was born.
These spots were sold in the first meeting and my CCO bought me a taco for writing them. Everybody wins!
Partner & AD: Slate Donaldson
Creative Director: Emily Sander
A LITTLE LOVE FROM THE INTERNET
The State Farm Fisherman became a cultural icon synonymous with keeping things just out of reach. Here are a few of my favorite, completely user-generated creations. No one asked people to do this, but I like to think the world is a better place because they did.
Radio
You never know when an old medium will become cool again. I’m lookin’ at you vinyl.
JASON ALDEAN DOCUMENTARY
This project was a labor of love. Conceptual? Not so much, but it taught me how to capture real moments and tell a story in a format longer than thirty or sixty seconds.
State Farm sponsored country star Jason Aldean in the summer of 2012 and I wrote and directed a three-part interview series with the man himself, which ran on all of State Farm's social channels.
I also got to watch his show from backstage. He wanted me to be a lot more impressed than I actually was.
Here’s what two years of working client side looks like. During a pandemic. Coming out of a pandemic. And with a ton of testing and red tape.
Partner & AD: Matt Krivanek
ECD: Fiona Parkin
2022 / I think we’re gonna be OK
2021 / Things are looking up?
2020 / People Need A Laugh
A big part of GoDaddy is reaching its target on social. I didn’t get put on these briefs often but when I did I made them count. So for World Entrepreneur Day I brought back a classic ad technique - The Jingle. I wrote the lyrics and worked with Butter music house to create jingles for a few of our small business customers. These earworms were one of the most successful social campaigns in GoDaddy history.
I spent 2022 launching GoDaddy’s Commerce capabilities. No longer limited to domains, GoDaddy now offered everything a small business owner needed to run their business. Above is what my year looked like.
**PASSWORD: Harris
In 2022, we reminded small businesses that people were aching to have their lives back. That everyone wanted to live, taste, party and buy whatever it was small businesses were selling to feel liberated.
Even Naomi Osaka was launching a small business - because the world was waiting to come back to life.
In 2021 we all thought the worst was behind us (it was…kind of?) So we celebrated the year with a winning mentality as Twenty Twenty WON. A year that was full of cautious optimism, new opportunities and dancing. Always include dancing.
After the initial spot ran, we told the individual stories of each real entrepreneur by creating an individual spot for each of them. We made all five spots, OOH boards, social and AR filters out of one story board, one shoot and a lot of creativity.
THE SELFIE SPOON
Never again will narcissistic teens have to choose between eating cereal and taking selfies. The Cinnamon Toast Crunch Selfie Spoon took the world, and the internet by storm. #SelfieSpoon
Partner & AD: Ricky Anolik
ECDs: James Dawson-Hollis and Bill Wright
THE TEENAGED CRAZY SQUARES
After our success with millennials, we were asked to revamp the Cinnamon Toast Crunch campaign that was currently targeting kids. So we aged-up the Crazy Squares with CGI, miniature hand-built sets and surprisingly little pushback from legal.
When we launched the new Elvive haircare brand from L’Oreal Paris, we wanted to reinvent. We didn’t just want a new spot, we wanted new thinking about what beauty campaigns could and should be.
If the new product line helps hair come back from damage (it does), why not showcase women who have come back from adversity and overcome obstacles?
And that’s what we did. You know why?
Because Everyone Loves a Comeback
ECD Shayne Millington and Jim Hord
CCO Shawn Bryan
I pitched, won and built the Bud Light Platinum brand for three years. Sometimes I even went home.
We started with Super Bowl. I flew down to Atlanta with Steve Stoute and our team and presented Super Bowl scripts to the President of Anheuser-Busch.
Partner & AD: Slate Donaldson
CCO: Chris Cereda
After the launch, we chose Justin Timberlake to help bring the new brand to a new generation of drinkers - ones old enough to drink, but young enough to swoon.
The Internet liked the launch. Probably because Platinum’s alcohol content is ridiculous.
Kids can be gross. Adorable, funny, endearing and intelligent…but also gross. And they need protection from their dirty habits. So we created a campaign that shows how Lysol doesn’t just protect your kids from germs, but it protects them from being themselves.
Partner & AD: Ricky Anolik
The day the Pennsylvania Department of Energy let me run these is still my favorite day in advertising.
Cow Bed N Barn
The Chick-fil-A Cowz have told people to "Eat Mor Chikin" for decades. But this year we modernized things. May is National Burger month, so we decided the Cowz should go into hiding. We put their barn on a home-sharing site and after 1,500 entires in the first few days, three lucky families got to stay.
I supervised a team of five during the 10-day promotion and spent two weeks in Gasper, Georgia to oversee the build of the barn. A town which, in case you were wondering, has more bears than wifi.
Partner & AD: Ricky Anolik
Taste the Rainbow. That is all.
Partner & AD: Slate Donaldson
Summer Track Trivia
Bud Light Lime gave us $800 and just yelled the words SOCIAL ENGAGEMENT at us. So using nothing but a supply closet and an iPhone, we created Summer Track Trivia.
Partner & AD: Slate Donaldson
CCO: Chris Cereda
Lime-A-Rita Into
Before hard seltzers there were…the ‘Ritas. A malt beverage that could pass for a margarita after you’ve already had several margaritas.
'Rita Radio
Sad stories of lonely hosts make for good stories.
Welcome to the most luxurious resort in Montana. Once a year they get even more extravagant with a three-day weekend full of outdoor adventures, celebrity chefs and vintners. Talk about roughin' it.
Partner & AD: Liz Delp
ECD: Hutson Kovanda
What do you get when you add some imagination to your holidays? A few spots that are really fun to watch.
We worked with Academy Award Nominated director, PES to bring these spots to life. Never before have holiday trinkets looked so delicious!
Partner & AD: Ricky Anolik
ECDs: James Dawson-Hollis and Bill Wright
