Apollo Campaign
A fully integrated campaign for Tommy John’s latest innovation: Apollo Underwear. I strategized the campaign and provided all copy, starting by naming the product itself (after the does-it-all Greek god Apollo), scripting TV and radio ads, writing the supporting emails plus all associated webpages, social, in-store and OOH. This was a cohesive triumph that for the first time saw us bring in $1 million online in under a month solely with one product, Apollo.
Concept + Copy Will Morley
Co-conspirator + Art Direction Andrew Emerson.
High End For Your Rear End
We’d been running the previous TV ads I wrote for two years, they’d been hugely successful for us. The challenge was to write an ad that remained in our world, while introducing a new genuinely awesome product (that unfortunately looks exactly like our others). I wanted a memorable visual cue indicating just how special Apollo is, and so the hidden safe was born. Apollo boosts your confidence so much so, it makes you feel like a Greek god—just don’t get caught admiring yourself. I kept the ad without dialogue, VO-only so we could easily rework anything we wanted later down the line, and of course ended on a killer kicker ‘This is High End For Your Rear End’. The TV commercial informed every other aspect of the campaign.
Directed by The Voorhes.
We carried over the music from TV through to radio for a cohesive experience.
