Numerous jokes have been made about the length of the Major League Baseball season. Now there are no complaints on my end, but FanDuel wanted to know how to keep bettors invested not just all season long, but to stay for all 9 innings of a single game. So to show off their quick win MLB markets we created a campaign for FanDuel that puts their customers in a post-game victory style interview well before the seventh inning stretch.
Most weight loss commercials are the same. Before and After. But Noom isn’t a typical weight loss program. Noom is based on behavior change so you can lose the weight and keep it off yourself. In other words, you don’t have to be on Noom forever for it to work. In this spot we follow the journey of one Noomer “Kat” showing her weight loss not only before and after she first found Noom, but after she completed the Noom program and kept the weight off on her own.
X1 Challenge with Chris Hardwick
In X1 Demo we showed people the latest from XFINITY, but we wanted to evolve that campaign and really make in more of a competition. To do this we enlisted the help of tech and pop culture guru (and host of a million shows) Chris Hardwick. Chris hosted the X1 Challenge for us, a bus tour that went all around the country having real competitor customers do a blind side by side comparison of two entertainment providers. When people saw how much easier, advanced and more fun XFINITY was, they wanted to switch on the spot. The X1 Challenge was all about one thing, don’t take anyone else’s word for it, experience X1 for yourself.
Competing in the tax prep category means you are fighting for business against brands who annually spend Super Bowl bucks to gain new customers. Jackson Hewitt needed a way to stand out with a hook that would get people to stay tuned for more than the first 5 seconds of the spot. Our response? We open on a tortoise… (P.S. This is the director’s cut which doesn’t actually ‘open’ on a tortoise, but the spots that aired did and this campaign was Jackson Hewitt’s top performing work to date.)
Sit Out SantaCon
During my time at DiMassimo Goldstein every year it was my job to create their annual agency Christmas card. I used this opportunity to try and put an end to something that ruins all my favorite bars every Christmas… SantaCon.
A few years back, I had the chance to do some freelance writing for SyFy, an opportunity that appealed to my many geeky interests. For SyFy I wrote lots of internal stuff, bumpers and even a tweet or two, but the coolest assignment I got was to create this co-branded spot for SyFy’s upcoming show “Defiance” and the USA hit “Psych” where characters from both shows meet each other in a sort of cable TV break room. Though I didn’t get to attend the shoot for this one, I was pleased to see in the final product not one word of my script had been changed or omitted.
XFINITY Mover’s Edge
People hate moving. But even more than that. People hate HELPING people move. Throughout this campaign we exploited that universal truth in increasingly humorous ways. All the while setting up XFINITY as the hero who WILL help make your move smoother, by keeping you connected throughout this process and giving you one less thing to worry about.
Cox was my first telecom client and my first assignment as a writer. This shoot and casting process was an extremely fun one and remains my all-time favorite. The idea was simple. Cox’s offerings are so great everybody should like them…except these extreme niches that don’t. So, we thought we’d conduct some focus groups to find out why these people just won’t switch to Cox.
XFINITY wanted to raise awareness that DirecTV’s “Big Deal” isn’t always as great as it seemed. So we created a professional defender (Brian Urlacher, Chicago Bears all pro Linebacker) to go wherever he is needed to protect people from bad deals.
The manifesto the account team wrote up was all about “information overload”. In a field where every offering from every company seems to be the same, how do we convince people that XFINITY really is next level and actually does give you more for your money? By building a super elaborate test facility in a mall, putting the latest and greatest from XFINITY into the hands of our competitor’s customers and letting them experience X1 first hand.
They say write what you love, so my time spent on the DelTaco account was amongst my favorite as a copywriter. The premise here was to shine a light on other value meals…maybe they aren’t the super value we all thought they were? In this spot, when one customer learns the truth, he isn’t relieved to have an affordable option, he’s furious for all the years he’s been duped.
XFINITY Game Changer
XFINITY is your home for the most live sports. And because of that XFINITY can take any fan and turn them into a professional sports…watcher. In this campaign, we elevate the art of watching sports and celebrate every day fans in a high gloss, ESPN worthy, player profile.