Budweiser’s Real Men of Genius was my biggest inspo for this section. With over 200 gloriously unhinged executions, over-the-top humor, and the kind of sticky tune bathroom acoustics were made for, this legendary beer campaign not only celebrated its drinkers… it proved that music is advertising’s most unfair weapon. Bonus track: it featured Rocky’s “Eye of the Tiger” vocalist, Dave Bickler.
So that’s why I sing to clients, even though my sister has PTSD from my relentless at-home rehearsals. Turns out, clients are a more forgiving audience. Target’s Marketing Director once approved right on my last, triumphant note, while the Oatmeal Blues (see below) left the McDonald’s client craving an encore.
So here’s to me, Mr. Really Really Bad Singer.
WHEN A LIST OF PRICES
IS MUSIC TO HER EARS.
LITERALLY.
PROJECT
Serenade, Radio Campaign
MY ROLE
Senior Copywriter
Original Concept
Songwriting
Artist & Music Direction
THE CHALLENGE
Feature Target’s grocery deals in a radio spot Hispanic moms would actually want to hear.
THE IDEA
We turned Target’s offers into a serenade. The client loved the format so much, one spot became a six-month weekly campaign, with new offers woven into a new serenade each week. It went on to win 1st Place at the ANA Multicultural Excellence Awards.
PUT SOME BLUES IN YOUR BREAKFAST.
PROJECT
Oatmeal Blues, Branded Song
MY ROLE
Senior Copywriter
Creative Development
Songwriting
Artist & Music Direction
THE BRIEF
Introduce McDonald’s Blueberry Banana Nut Oatmeal in a memorable way.
THE IDEA
We made breakfast sing the blues. I wrote an original blues song to launch the new oatmeal, performed by a duet featuring Jack Mack.
TURN AN NFL LEGACY
INTO A SUPER BOWL ANTHEM.
PROJECT
Most Epic Road Trip
Branded Song for the Super Bowl
MY ROLE
Associate Creative Director
Original Concept
Songwriting
Artist & Music Direction
THE BRIEF
Create a Super Bowl idea for Jeep Grand Wagoneer communicating the SUV's features.
THE IDEA
Given the Matthews family had given the NFL seven players, we brought the clan together for an epic family road trip, packed with their larger-than-life personalities and over-the-top Super Bowl excess, while showcasing the Grand Wagoneer’s space, towing power, long-haul capability, luxury and toughness.
All built around an original branded song I wrote for the ride.
THE DEMO
(Sung by me so brace for impact)
THE AS PRODUCED
BRANDED SONG
While the TV spot was ultimately not produced, the song was recorded as part of the campaign development.