Samples of my work

  • Elm’s College Education advertising should be serious and substantive.  While virtually every competitor runs the same vague message of convenience, Elms commercials are full of substance and vivid details. Nancy Farrell – 413-265-2589 Athletics  Latino Nurse Scholars  MBA/Three Ethics  Health Care Management   
  • Yankee Candle Village Yankee Candle’s Man Candles. Does he buy them for her to remind her of him? Does she buy them for herself to remind her of him? Or does he buy them for himself? All of the above?
  • Iron Horse Entertainment Group The best concert commercials are kinetic and distill the essence of the artist into a 60-second taste.  That’s hard to do, but even if you come close, the listener imagines for a moment being at the show.  And that’s all a concert commercial needs to accomplish. Jim Neill  –  413-586-2832 x104 Bob ...
  • Rocky’s Ace Hardware This small chain of hardware stores has the perfect spokesperson for their Springfield, MA store  —  Bax from Rock 102’s Bax & O’Brien Show. Rocky’s gives Bax a lot of freedom to skip the ad-speak and talk about Rocky’s the way he’d talk to his friends. Geoff Webb – 413-781-1650 x 1137 Scott’s Four-Step  Father’s ...
  • Arnold’s Meats Meat. The Blues. Impressing your woman.  A winning recipe for red-blooded American males. Arnold’s Blues. These are the originals.  Over the years,  we’ve added Arnold’s Grilling Blues, Arnold’s Patriots Blues, Arnold’s Valentine Blues, etc. Larry Katz -413-593-5505 Arnold’s Blues #1  Arnold’s Blues #2  Arnold’s Grill #1  Arnold’s Grill #2  Arnold’s Patriots Blues #1  Arnold’s Patriots Blues #2 
  • Hadley Garden Center You could only say it about one garden center: “They’re garden people and they love to help you.” The stories change with the seasons. The campaign is in its 6th year.
  • Balin Eye and Laser Center You’re only buying this product  —  lasik surgery  — once.  So the ads better be serious and consistent over the long term. Here’s two of a long consistent campaign with recurring elements  —  the jingle that isn’t a jingle, the navy pilots lending credibility to i-lasik, Dr. Balin’s experience and…  ...
  • Frigo’s A classic third generation Italian deli and grocery in Springfield’s South End.  The food sings.  And it sounds like this. Joe Frigo – 413-732-5428 Spot 1 
  • Randall’s Farm Small town America at its best.  Others try to manufacture it;  Randall’s Farm just does it naturally. Groceries, greenhouse, produce, sandwiches, cider donuts, and hayrides  —   all served up with charm and creativity. Karen Randall – 413-589-7071 Mother’s Day  Thanksgiving Homemade  Cider Donuts  Thinking  Holiday Party  Valentine’s Day   
  • United Tractor Trailer School In today’s economy and the current job market,  this message really resonates.  As this campaign continues to run,  enrollment continues to climb. John Boyle – 413-592-1500 Training  Calls  Veterans  One Hundred Thirteen Thousand  US Xpress  Ellen  Four Weeks  Median Income 
  • Three County Fair A 160 year old fair. One spot an hour over Labor Day weekend. The power of 672 radio commercials in 96 hours. Listen to some radio ads and watch a TV spot.
  • Jackson & Connor A menswear store.  Most men could benefit from a little effort regarding their attire.  This campaigns explains in the most gentle way why what you wear matters. Will Brideau  —   413-586-4636 Saturday Shirt Pants that Fit Shirt that Fits Married 20 Years    
  • Ryan Imported Car Repair “Get to know Joe Ryan – he already knows your car.” The late Buddy Rubbish came up with that line. It’s a great line.  It’s been in every commercial Joe Ryan has ever run for over 25 years. That little car repair shop is as well branded as Starbucks. Joe Ryan – ...
  • Green Earth Energy The big national solar companies want you to lease your solar. These commercials tell you why owning your solar is better than leasing. Matt Dempsey – 413-559-8777 Profit Center  Free Electricity  If You Sell 
  • Rainbow Restoration and Cleaning No one ever wants to deal with mold, fire damage, or pet accidents. But when those little disasters strike   —  who do you call for that? Joe Wood – 508-736-2505 Carpet Duct  Pipe Burst 
  • Five Acre Farm They grow for the garden centers.  They innovate with their trial garden. They’re a little out of the way.  You have to make it worth the trip. Karen Randall – 413-427-2976 Flower Show  Yankee Candle/Snow+Sons  Black Petunia  Trial Garden 
  • Leader Home Centers How to do sale advertising. In the spring, Leader does a major sale. They seriously go all out.  But how do you say that?  By addressing the specific things customers want and need. No one buys a “biggest sale of the year.”  They buy decking, windows, power tools, wheelbarrows. Tim Strong – 802-257-7373 Decking  Lawn and ...
  • Paul & Elizabeth’s Restaurant This restaurant has changed little in its 35 years.  The radio campaign hasn’t changed much either.  It’s been telling the P & E’s story, one chapter at a time, for 17 years.  Consistency.  The food. The advertising.  No wonder they’re always busy. Nate Sustick – 413-584-4832 Caesar Salad  Soup  Things You Make At Home  Pie  Garden 
  • Four Seasons Wines and Liquors You’ve got to love what’s going on in the world of distilled spirits.  Four Seasons does.  It’s a store with a great attitude and these commercials capture it all.   And that jingle’s been going for 10 years or more. Sean Barry – 413-584-8174 Vodka  Whiskey  Beer  Josh Wine Guy 
  • Bread Euphoria These commercials sound like nothing else on the radio. There’s something about the contrast of the brash honky-tonk jingle and the soft intimacy of the voiceover that’s irresistibly romantic. Or… euphoric?
  • Gazebo I didn’t script these TV spots for Gazebo, but the silent movie concept was my idea. I did write the radio spots. Also, years ago I had several conversations with owner Judith Fine about the changing face of retail brought about by the web and urged her to focus on the ...
  • Camp Norwich – YMCA Summer Camp The summer camp experience, par excellence. A strategy note: The ads paint a strong conceptual picture of summer camp.  The concrete step is attending the Thursday evening info sessions at the Y.  The commercial ran 15 times a week, on Wednesdays and Thursdays ONLY! David Marks – 413-584-7086 More Fun  Poll 
  • Belmont Laundry Women already care about what they wear.  But can you get men to care?  You can if you remind them that it will make things better in their work life and their love life. Derek Samble – 413-736-3616 Spot 1  Spot 2  Forget  Shirt Says  Lost Your Shirt Pickup  Shoes  Uniform Service 1  Uniform Service 2   
  • Northampton Rental If for one day… Don Miller – 413-584-5072 Sinatra  J Lo  Brady 
  • Stevens Jewelers A 3rd generation jeweler, Eric Stevens is the amiable and approachable guy that comes across in these commercials.  Big jewelry retailers may be slick, but if you want someone you can talk to, go see Eric Stevens. Eric Stevens – 413-736-9800 Buy Gold  Sox Caps  Holiday  Mother’s Day  Love Is Simple  Bangkok  Carpet  We Buy Diamonds 
  • Jake’s A breakfast and lunch place.  Eat at Jake’s! Alex Washut + Christopher Ware – 413-584-9613 Benedicts  Hash  Lox 
  • Bath and Kitchen Gallery Do men care about a nice bathroom? Do men know how nice it is for women to have a nice bathroom?  Maybe if a quintessential guy’s guy explains it (in this case, Bax from Rock102’s Bax & O’Brien Show) they’ll get the picture. Greg Buxton – 413-736-5421 Sink  Luxury  Bathroom  Faucet  Understand  Confidence 
  • Berkshire Fishing Club The place is fisherman’s dream.  By the end of this commercial, you feel like you’ve already been out on the lake. Al Strassler  – 413-243-7761 Spot 
  • Oliver Auto Body Who wants to call an auto body shop? No one. Who cares about state-of-the-art facilities and all of the other jargon? No one.  When you finally do need auto body repairs, you often have to make a quick decision. Who will you think of?  Oliver Auto Body has a great ...
  • Whalen Insurance When Massachusetts deregulated auto insurance and GEICO came into the market, every local insurance agent touted the “local” angle.  But I don’t think any of them illustrated the many benefits of a local insurance agency as well as Whalen Insurance does in this campaign. Peter Whalen – 413-586-1000 Two Thousand Dollars  If You ...
  • Our Family Farms Eight family dairy farms trying to compete with the big milk producers.  Their only chance is to reach people BEFORE they’re standing at the dairy case. A classic case of defining WHY you’d choose Our Family Farms milk.  This is one of many brand-building campaigns for these dairy farmers. Connie Clark ...
  • Sharpe Law Alan’s a family law mediation attorney with a message that stands apart from the usual divorce lawyers — minimizing the emotional bruising of divorce, especially for children. Alan Nathanson Sharpe – 413-253-7255 Sharpe #1 
  • Cathy Cross – Clothing For Women Jeans. There’s one thing women care about. The fit. Especially you-know-where.
  • Falcetti Music How do you get aspiring musicians to take the leap and buy an instrument? Make it come alive for them by using actual musicians and music instructors.
  • Eastside Grill Northampton’s longstanding benchmark restaurant. A little New England. A little New Orleans.