Budweiser was the King of Beer and Advertisers under my leadership. A-B garnered over 51% of the entire beer market and our ads became internationally famous. Bud Light grew volume at of rate of over 10% a year for ten-pus years, and we successfully introduced Michelob Ultra, today the brewers fastest-growing brand. A-B placed more #1 spots in USA Today's Super Bowl Ad Meter Poll under my leadership than any brand in history. And the Real Men of Genius campaign became the most-awarded campaign in history as well as one of advertising's most iconic. It ran for over 15 years.
I worked as a copywriter and creative director on McDonald's for over 20 years. Sign and Dinosaur ran on the Super Bowl and placed very high and garnered a lot of TV coverage and buzz. The Smile campaign rejuvenated the brand in the market when it was facing stiff sales winds. And the Trump commercial not only attracted a lot of notice, it increased Big 'n' Tasty sales by 25%. It has also been enjoying a second life in Late Night Tv host re-cuts ever since he became President.
Independent Film Channel runs non-traditional, non-formulaic ads. This campaign featured the kinds of movies you wouldn’t see on IFC. The campaign garnered a lot of attention in the ad community and a lot of copycats.
Cracker Barrel was an old, traditional chain with an aging clientele. We used targeted content via mobile devices and data-lead programming to go for a younger demographic. Efforts like “Mike and Molly” gained media attention and pushed Cracker Barrels numbers way up in younger demos.
Coke was losing sales ad losing it’s inventive voice. These three spots, shot around Times Square, reinvented a “Real” voice for Coke and the wide cascade of Coke lovers.
Steve/Dave/Brad
CBS is the undisputed leader in sports. The promo department hired me to write and direct their highly successful CBS “Voice of Golf Campaign” which has ran for five-plus years.
Sins/Line Up/Album/Costumes
During the Covid Pandemic, the Bronzeville Neighborhood of Chicago was particulary adversely affected. I created and directed the internet show “Clergy and Clinicians” which became a viral, neighborhood, and internal sensation. An opportunity for African Americans to ask their questions through Pastor Harris, a well-known and trusted community leader, to Northwestern’s prestigious Doctors who “looked like them.”
I’ve written and directeted many long form content ads for online networks like Learn 360, Bud.TV, Bossesfromhell.com, and Xenergy. Here are some examples.
Bosses from Hell The Wreck
Bud TV Dentist
Bud TV Hair Salon
Xenergy Dan the Man
Do More
Hired as a director/creative director by many agencies and brands, here are some various commercials I’ve directed for other clients.