Cook With The Kids. No, not a recipe book for would-be cannibals. More Persil’s initiative to get families into the kitchen for some creative, food-based fun. The end result – as ever when children are involved – is, of course, mess. Which is rather handy when you’ve got washing up liquid to sell. Anyway, this was the resulting press campaign which ran in all the women’s glossies. Beats reading about another Z-lister celebrity feud, eh?
Agency: Veracity Marketing Design/Art Direction: Sam Richardson
With a concept based around the products’ incredible longevity, plus a line that borrows from a previous well-known festive campaign, here’s my idea that got made as the official Gorilla Christmas card for 2015.
Agency: Veracity Marketing
Design/Art Direction: Sam Richardson
Already the best-selling glue in America, Gorilla Glue was looking to get its big, hairy foot in the door of the UK market. My task was to take selected parts of the existing US TV ad and give the scripts a British twist. In other words, rewrite them to resonate with White Van Man. There was also a tabloid press ad and all kinds of trade material. (More details here.)
I worked on DFS for a year or so. Despite pitching against two other agencies for every single brief, I got a couple of radio ads signed off. Both brought to life by The Fast Show star Jon Thomson, and a woman who used to be on Emmerdale.
Between 2010 and 2012 I was creatively responsible for Asda’s regional radio; writing and recording well over 100 ads for their stores across the UK. Whilst nearly always constrained by product and price, these were tons of fun to make, and mostly voiced by Ralf Little.
Occasionally, I got the chance to write longer pieces for Asda. In a desert of POS barkers and shelf wobblers, these were like a cool, refreshing oasis to the soul. Well, not really, but you get my point.
Here’s a few examples. Three ‘long copy’ advertorial-style ads for three very different subjects.
I debated whether to include these; the smell of cheese hangs ripely in the air. But they’re a good example of being up against tight retail constraints and a strict tone of voice. These national press ads ran towards Christmas and all headlines had to follow a simple pattern: be short, simple and shout ‘value’ through a rather large megaphone.
Agency: Gratterpalm (CreativeRace) Design/Art Direction: Mark Bollon