Anthony Maggio | Writer+

OPPORTUNITY: Jeff Belzer’s Automotive is a long-time client that was looking for new ways to integrate its celebrity spokespeople—former Minnesota Twins Tim Laudner and Glen Perkins—into its television advertising. For as long as Belzer’s was a client, we consistently pitched solid one-off creative opportunities that the client loved. However, we saw this as a chance to level up our production partnership.

ACTION: Rather than just propose one-off spots with shorter shelf lives, we presented an episodic approach with consistent structure but different stories. This allows consumers to create a stronger connection with the brand by grabbing attention at the front end (to see which version of the spot is being shown) and generate excitement when it’s something new or that they haven’t seen in awhile.

RESULTS: From the client perspective, this offered some production savings on a per-spot basis while giving the agency a larger overall financial commitment. Win-win! And with each completed spot the client (and spokespeople) became more engaged thanks to the quality of the final product and the positive feedback from the community.

My Role: Strategy, Direction, Copywriting, Production
Director: Jeremy Nordeen
Assistant Director: Ryan Becken
Editors: Jeremy Nordeen and Ryan Becken
Art Director: Alex King
Storyboard Illustrator: Fredy Beccera
Copywriter: Kevin Treaccar