Television

Ridgewell’s Quick ‘N’ Haute TV Campaign

So Before there was GrubHub there was Quick ‘N’ Haute. Actually, the concept behind Quick ‘N’ Haute is far cooler than GrubHub. Because it gave everyone access to something impossible to get before this without an invitation. Without an invitation to some of Washington’s glitziest,...

AVMA National Pet Wellness Month Campaign TV

HELPING TO ENSURE MORE PETS ARE ABLE TO REACH THEIR POTENTIAL. One of the most successful  not-for-profit programs I have been associated with, National Pet Wellness Month grew, over a 15 year span into a annual awareness campaign participated in by roughly 75% of U.S....

Larson Door New Market Penetration Campaign TV

EFFIE-AWARD-WINNING CAMPAIGN THAT OPENED A HUGE MARKET OF OPPORTUNITY FOR LARSON DOORS. In 1981, when Larson manufacturing needed to break into the greater Kansas City market, and fast, a breakthrough direct campaign fit the bill. A pop-up teaser, followed by the door opening pull-out piece,...

Childbirth Education Association TV Campaign

ON A CAMPAIGN TO MAKE LABOR LESS TAXING. When a couple is pregnant, labor is something that is definitely in their future. To avoid having that labor be more difficult than it needs to be, they’ll need an education. The kind of education they’ll get...

Chrysalis Vineyards Branding TV Campaign

A HUGE METAMORPHOSIS FOR THIS START-UP WINERY. When the average person thinks of great American wines, California, not Virginia, most likely springs to mind. Except in the greater Washington, DC area, where one local Virginia winery made a national name for itself when in 2001...

Botsford School of Dance Student Recruitment TV Campaign

BREATHING NEW LIFE INTO A REVERED ROCHESTER INSTITUTION. The Botsford School of Dance had been “the” dance school in the Rochester area until the founder died in 1989. After floundering for five years, the school was bought by St. John Fisher college, bringing a new...

Appalachian Wildwaters Summer Cable TV

MOTIVATING MORE PEOPLE TO GO ON THE WILD SIDE. Some of the best whitewater rafting in the country can be found in West Virginia. Unfortunately, business at Appalachian Wildwaters wasn’t moving as fast as the rivers they ran on. All that changed after this print,...

Rowe Furniture Store Within a Store Program

HELPING LOCAL FURNITURE STORES TAKE THEIR BUSINESS TO A BETTER PLACE. If you can’t beat ‘em, join ‘em, right. That was the idea behind franchised RoweShowPlace areas within local, mom & pop furniture stores. This customizable co-op campaign gave franchisees a professional look right from...

Hechinger Home Improvement Sale TV

A SALE YOU CAN RUN ONLY ONCE IN A BLUE MOON. After getting destroyed by Home Depot’s entry into the Baltimore market, Hechinger was able to draw the line, at least for a couple of years, in the Washington, DC, market. This campaign, promoted their...

SUNY Onondaga Branding TV Campaign

CHANGING THE PERCEPTION FROM A LAST RESORT TO THE SCHOOL OF CHOICE FOR THE AREA’S BEST AND BRIGHTEST. Like most community colleges Onondaga Community College suffered from a general perception that it was little more than a glorified high school. This integrated campaign, including television...

Group Health Association Branding TV Campaign

MAKING HEALTH CARE NOTHING TO WORRY ABOUT. Everyone wants one thing from health care, especially health insurance. No worries. This campaign for Group Health Association uses actual experiential stories to make the benefits of Group Health membership real, and tangibly visceral. And making the payoff,...

The Do Crew Broadcast TV Campaign

AVOIDING NASTY OOPS! Fixing  that toilet that won’t stop running. Or sink.  Repairing that broken light switch. Hanging wallpaper. Painting the living room. Going into the crawl space in the attic to get to that roof leak. Simple jobs. That can spin out of control easily,...

The Do Crew Branding Out-of-home Campaign

AVOIDING NASTY OOPS! Fixing  that toilet that won’t stop running. Or sink.  Repairing that broken light switch. Hanging wallpaper. Painting the living room. Going into the crawl space in the attic to get to that roof leak. Simple jobs. That can spin out of control easily,...

New York State Fair State This Great TV Campaign

ONLY A SITUATION THIS GREAT COULD HAVE CALLED FOR A CAMPAIGN THIS GREAT. The best advertising is single-minded. Everyone knows this. Yet this campaign for the Great New York State Fair had to serve two masters. It had to accomplish what one would assume the...

DuPont ASANA Insecticide Branding Campaign— TV

THIS CONCEPT PULLED ITSELF OUT OF THE SKY. Cotton is the most intensively managed crop grown in the United States. On a 1,000 acres of cotton, a grower could easily need 11-12 applications of a synthetic pyrethroid insecticide over the course of a season, at...

DuPont CANOPY Herbicide Branding Campaign— TV

NEVER DOUBT THE POWER OF THE ANALOGY. To soybean growers, only two weeds matter. And this campaign, which ran over three years, with a dozen different executions, left no doubt in the grower’s mind that CANOPY herbicide was the sure-fire choice to eliminate them. Which,...

DuPont CLASSIC Herbicide Branding Campaign— TV

A CLASSIC MARKETING SUCCESS STORY. After two unsuccessful brand launch attempts, this innovative herbicide (one 2 oz. bottle treats 100 acres), was languishing with just 2% market share. This campaign, which became arguably the most loved DuPont herbicide campaign ever among farmers— helped market share...

Hechinger Home Improvement Amazingly Low TV Campaign

REDEFINING WHAT’S REALLY AMAZING, INCREDIBLY. After getting destroyed by Home Depot’s entry into the Baltimore market, Hechinger was able to draw the line, at least for a couple of years, in the Washington, DC, market. The first campaign to make a serious impact promoted their...

Cellular One Branding TV Campaign

TAKING A POSITION AGAINST COMPETITION THAT DIDN’T EXIST YET. It’s rare in a business environment where success is judged by the quarter, that a client has the courage to look years ahead, much less invest money establishing a brand position designed to defend against competition...

Blockbuster Video “No Place Like Home” National TV Campaign

REDEFINING THE CHOICE AROUND BEING ENTERTAINED AT HOME. There has been a certain stigma around staying at home, not going out for entertainment. This campaign battled against that in two important ways. First, by framing the benefits of staying home in terms of what you...

Botsford School of Dance Student Recruitment TV Campaign

BREATHING NEW LIFE INTO A REVERED ROCHESTER INSTITUTION. The Botsford School of Dance had been “the” dance school in the Rochester area until the founder died in 1989. After floundering for five years, the school was bought by St. John Fisher college, bringing a new...

ViaHealth Plan— Be Healthy, Be Happy “Smile” TV Campaign

HAPPINESS IS STAYING HEALTHY WITH THE RIGHT HEALTH PLAN. The final rebranding of ViaHealth Plan was built around the new tagline, “Be Healthy, Be Happy.” This is the first of two :30 executions of the idea that ViaHealth Plan never gets tired of seeing its...

ViaHealth Plan “Change” TV

A CHANGE THAT WILL DO YOU GOOD. In the third year of this hospital-based health plan, the focus was to get consumers to change from the more expensive Blue Cross Blue Shield plans to this more cost-effective, yet still high quality plan. This spot portrayed...

ViaHealth Plan “A Plan For Life” TV

A HEALTH PLAN EASY TO LIVE WITH. In order to more effectively tie patients to ViaHealth physicians, the hospital system began offering its own health plan in 1997. With half of the area physicians, and all of the area’s pediatricians, and substantially lower rates than...

ViaHealth Human Care Launch Campaign

OWNING THE HUMAN HALF OF THE HEALTH CARE EQUATION. When four hospitals came together to form ViaHealth, the common thread of superiority versus the competitive health care system was the singular, deeply personal level of care each delivered. Not to say that they didn’t have...

ViaHealth Human Care Launch :60

OWNING THE HUMAN HALF OF THE HEALTH CARE EQUATION. When four hospitals came together to form ViaHealth, the common thread of superiority versus the competitive health care system was the singular, deeply personal level of care each delivered. Not to say that they didn’t have...
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