Budweiser’s Real Men of Genius was my biggest inspo for this section. With over 200 gloriously unhinged executions, over-the-top humor, and the kind of sticky tune bathroom acoustics were made for, this legendary beer campaign not only celebrated its drinkers… it proved that music is advertising’s most unfair weapon. Bonus track: it featured Rocky’s “Eye of the Tiger” vocalist, Dave Bickler.
So that’s why I sing to clients, even though my sister has PTSD from my relentless at-home rehearsals. Turns out, clients are a more forgiving audience. Target’s Marketing Director once approved right on my last, triumphant note, while the Oatmeal Blues (see below) left the McDonald’s client craving an encore.
So here’s to me, Mr. Really Really Bad Singer.
Serenade
Bolero Music
Business Problem: Drive grocery deal consideration among Hispanic moms.
Creative Solution: Turned weekly offers into a catchy serenade Hispanic moms would actually want to hear. It was so effective, that a radio spot became a six-month campaign with different serenades.
My Role: Original Concept, Songwriting
and Music & VO Direction.
El Blues de la Avena
Blues Music
Business Problem: Build awareness for McDonald’s new Blueberry Banana Nut Oatmeal.
Creative Solution: Turned breakfast into a blues song that brought personality to McDonald's oatmeal.
My Role: Creative Lead, Copywriting, Songwriting, Music & Talent Direction. Creative Director: Marisa Esteban.
The Most Epic Roadtrip
Country Music
Business Problem: Launch the Grand Wagoneer on the Super Bowl stage while proving its luxury, capability, and room for the whole crew.
Creative Solution: Put football’s biggest family (all NFL players) on an over-the-top road trip, powered by an original branded song I wrote for the ride.
My Role: ACD, Original Concept, Songwriting, Music Direction. Creative Director: Ileana Escalona.
THE DEMO
(Sung by me so brace for impact)
THE AS PRODUCED
BRANDED SONG
While the TV spot was ultimately not produced, the song was recorded as part of the campaign development.