ARCO

Role: Copywriter

The opportunity: ARCO had gone dark. With no advertising in five years, they wanted get the word out that their gas is just as good as other brands but generally costs less.

The solution: I landed on this all-copy concept and we took it every direction possible. It was a lot of fun. I also enlisted JK Simmons as our “straight up” spokesperson. Do yourself a favor and scroll to the bottom for the radio spots. They are the real stars of this campaign.

Why this is important: I learned the real power of an idea having ‘legs’. We were on small budget, but limitless on where were could go.