Apart from the relatively recent Honda ads here, all the others were written by the Junior Copywriter me, many years ago.
Funny how we tend to only give the radio briefs to the youngsters. I miss writing radio.
I was given a huge amount of freedom by Honda and W+K to write something fresh and un-addy. It helps when you have such compelling truths and philosophies to reveal.
The radio ad had another verse added to the song at the beginning. Think of it as the extended album mix.
Honda GRRR 2 min
Biactol Anti-bacterial Spot Face Wash
Sometimes, you don’t have to have a ‘big idea’. Just write the product story down in an entertaining way. Being silly definitely helps.
In 1988 this was a very rare entry into D&AD for both Procter & Gamble and Leo Burnett.
McDonald’s made a ton of radio and you always had a chance to do something fun. This is my favourite campaign of all the stuff I wrote for them. Using great actors was a smart move.
THE IMPORTANCE OF EATING BREAKFAST
Kraft Miracle Whip
Kraft Miracle Whip is a mayonnaise loved by Americans but one that has never taken off in Britain. It was probably asking too much for Ruby Wax to change that with one 30” radio spot.
Royal Mail Small Business Christmas Cards
Strange brief; silly ads. Just how brilliant is Jim Broadbent in the ‘Mrs. Galloway’ one? Just a quick little radio session for him, but he really goes for it and elevates the character and the writing. Moral: always work with the best – they make you look good.
Daily Star Cash Attack
We made loads of these quick promotional ads at Leo Burnett. Get in…get the details across…have a bit of fun…and get out. I know this kind of ad is just a tiny, insignificant bit of cheap, fleeting creativity, but hardworking entertainment is nothing to be sniffed at.
Uncle Wong Frozen Chinese Food
My first proper ad of any kind. I was still at Watford Copywriting College but on work placement at Yellowhammer. And hey…it’s okay.