Polo Xtra Strong – Love Those words

RADIO SCRIPT

Polo Xtra Strong

Polo mints are all about the hole - something very intangible. So when I was briefed to do 4 radio spots for their new Xtra Strong variety, doing it solely with audio turned out to be a bit tricky. My solution was a crazy campaign that personified disgruntled holes, insecure they're not the top holes in town any more.

I directed the actors (Jon Culshaw, Rob Brydon, and Paul Kaye) to try different voices until we arrived at the most deliciously bizarre incongruous juxtapoitions for maximum comic effect. In the end, two of the spots won awards, so that tricky brief turned out to be a bit of an ace in the hole...

'Manhole' - Aerial Award winner

'Ozone Hole' - Campaign Big - Finalist

'Black Hole'

'Hole in Ice'

FILTER BY...

Castrol HYSPEC
A visual voyage into a new world of hybrid engine oils.

Altos tequila
Bringing some copy bravado to a top-notch tequila.

BT Full Fibre
A print campaign shouting about BT having the fastest broadband around.

Kellogg's Honey Cornflakes
How I created a buzz for Kellogg's new cereal launch

Ford Galaxy 'Wrestler'
How I turned a car technology brief into a bodyslamming cinema spot.

Samaritans 'Unravelling'
A mental health campaign for people who felt they were coming apart at the seams.

Kit Kat | Rich Bin Men
How did these fellas get filthy rich? They found all the Kit Kash wrappers you've been chucking away...

National Centre for Domestic Violence "Scenes of Violence"
A press campaign that took a different strategy to tackling domestic violence.

Visually-led print
Love those lack of words.

EE 4G
Super short headlines about super-smooth TV on phones

Flyadeal
What's not to ridicule about unfeasibly indulgent Middle Eastern air travel?

Castrol | Engine Rodeo
How I turned an engine into a mechanical bull.

Little Cities | nDreams
Giving a new VR city simulator game a little attitude

Verizon 5G Sustainability white paper
Can the G in 5G ever stand for green? I explore in this white paper.

Ericsson Smart Manufacturing
A B2B long copy eBook about the connected factory of the future.

Headlines Galore
A smorgasbord of my headlines.

National Centre for Domestic Violence "Excuses"
The hard-hitting reality of where women get those bruises.

Special K Red Berries
A very tasty cereal. Confusingly so, in fact.

Barclays Corporate
Making Barclays Corporate Banking feel a bit less corporate

FordPass Rewards
A CRM campaign that rewards loyal Ford drivers

The Face of Blindness
How I created a website for Standard Chartered's sponsored mountain climb that ultimately helped 3000 blind people see again.

Huawei Mate 10
Who says posters with 20 product shots can't look sleek?

Polo Xtra Strong
Ever tried to bring disgruntled holes to life on radio? It's a hole lot of fun.

DFT Anti-Drink Driving
Saving Gen Z from themselves with some silly social posts

Barclays Corporate Bank
Getting a new angle on what Barclays does for big companies.

Vodafone Business radio
With information on the move, you'll never need to guess figures again.

KFC Truffle Chicken
Chicken that's a little classier.

Ford Transit Tactical
Nothing brings Europe together quite like a quality van.

Ericsson IoT web copy
Explaining The Internet of Things. Even though it makes your brain hurt.

Autotrader | Be Choosy
Pick your car like a diva. Well, there are half a million to choose from...

BT Business emails
B2B emails promoting a range of their products.

Jaguar Approved
Second-hand Jags, but first class quality.

Ericsson Smart Ports eBook
B2B eBook about the technologies that are creating the smart and sustainable ports of the future.

Rice Krispies
Giving some snap, crackle, and pop to this product story.

Kenco Eco Refill '100%'
How I used a lighter tone to sell lighter packaging.

Ariel Ice Laundrette
A social media-driven laudrette made from ice.

Sabio Artifical Intelligence eBook
B2B long copy on Automation and AI that puts people first

HSBC Green Sale
Saving more than money with HSBC

Equinor social films
Explaining Equinor's more sustainable energy methods.

Lombard Odier
A powerful way to launch this Swiss private bank's Net Zero Investing Strategies.

Land Rover Experience
Learn the art of off-road driving

Ericsson Smart Mining eBook
B2B long copy eBook on the technolgies that will shape the mines of the future.

BT Home Movers
Getting movers to move with their BT connection

Verizon SASE
Web copy to help businesses get more sassy about SASE.

How to make your automation and AI process smoother | Sabio blog
A thought leadership blog I (ghost)wrote for tech company Sabio on the best approach to AI and automation.

Give your automation and AI some people power | Sabio blog
A thought leadership blog I (ghost)wrote for tech company Sabio on creating better collaboration on AI-powered automation projects.

BT TV
Digital banners about an usually flexible TV service.

Ford radio
Shouting about 0% APR by saying nothing.

Ericsson Connected Vehicles
Web copy about the cars of the future

Barclays Private Bank
Business owners press ads

Ericsson Connected Coffee
A B2B eBook about how the Internet of Things can infuse coffee machines with connectivity.

On-brand 404 Pages
Some missing page messages that capture what the brand is about