Writer
Bass Pro Shops and Cabela’s asked for a quick turnaround broadcast TV spot to kick off their Spring Fishing Classic, the official start to summer. Instead of mailing in a typical in-store retail spot, I suggested we meet their customers in the subtle emotions and moments on the water which every dedicated fisherman can cherish and share.
Writer/Producer
Director/Writer/Producer
As the suburbs are forever expanding out into rural areas, Tractor Supply Co. found themselves emerging into exciting new markets. Just one problem - how do we get these new suburban families to understand that we sell way more than fence posts and horse feed? They also needed to welcome these new customers without ostracizing their current customer base, so I came up with a retail spot that features the hardworking farmer and a suburban mom with a few modern conveniences.
Writer
To differentiate themselves from their competition, Cook’s Pest Control wanted to stay away from showing bugs in their spots. So we came up with a campaign that personifies the pests as an ‘unwanted guest’. In this scene, the unwanted guest disrupts the family’s backyard sing-along with an obnoxious kazoo solo, representing the incessant and annoying buzz of a mosquito.
Writer
It’s a well-known fact that termites are one of the most common and devastating forces to the structural integrity of your home. In this scenario, our unwanted guest chooses the family’s basement support beam to do his finest chainsaw carving yet.
Writer
In our “Unwanted Guests” campaign, this spot was particularly challenging after the client asked us to address the disgusting issue of mouse droppings in the kitchen. I came up with this spot after a conversation I had with my nephew, when he described how his lazy roommate at the time used to ball up fast food wrappers and attempt a jump shot towards an already overflowing trash bin, only to miss and exit the room without ever taking out the trash.
Writer
Cooking on a Kamado Grill is an absolute delight, but anyone who’s done it knows their cumbersome weight makes them anything but portable. That is, until Kamado Joe designed a compact, lightweight model ideal for camping, tailgating…you name it. Thanks to the Joe Jr., you can take your grilling adventure anywhere.
Writer/Producer
In my twelve years in the industry, one of the most difficult asks I’ve encountered is to come up with a way to make a sweepstakes look fun. I figured the most sensible approach would be to tug on the heartstrings of our pro drivers’ inner child, and no winter wonderland is complete without an elf, snow globe, a holiday poem, and of course, piles of awesome presents.
Writer/Producer
This was one of my favorite projects in 2022. Not only did I get to co-write the narration with my creative director, but I worked with our Business Affairs team to acquire rights to feature these musical legends’ likeness. Dealing with celebrities and their estates can often be a nightmare, but let’s just say Robert Johnson’s grandson was about as cool as we can imagine the legend himself to be.
Writer
More often than not, the game of golf is passed on from generation to generation. And what better way to cherish all those priceless times on the course with dad than to collect a lifetime of scorecards?
Writer
Shortly after Harry Higgs made golfing world headlines when he took his shirt off on the 16th hole at the Waste Management Phoenix Open, PGA Tour Superstores ordered some quick turnaround spots to capitalize on his hype. In this co-branded spot with TaylorMade, you never know what might happen when you shop with the pros at PGA Tour Superstores.
Writer
Shortly after Harry Higgs made golfing world headlines when he took his shirt off on the 16th hole at the Phoenix Open, PGA Tour Superstores ordered some quick turnaround spots to capitalize on his hype. In this co-branded spot with TaylorMade, you never know what might happen when you shop with the pros at PGA Tour Superstores.
Writer
Writer/Producer
Sak Saum is a ministry dedicated to the rescue, restoration, and rehabilitation of exploited women and children in Cambodia. When they approached us to help promote their cause, we came up with this idea to use tattered fabrics to weave together an image of a rehabilitated Cambodian woman with an entirely new life story.
Writer
Writer
Writer/Producer
One of my favorite parts about writing for advertising is that you’re constantly delving into industries that you might otherwise never encounter. After all, how are you supposed to sell a product or service if you don’t know it inside and out? As a hopelessly right-brained artist and writer, the industrial engineering and manufacturing world is mind-blowing to me. I thoroughly enjoyed not only researching the client’s process enough to write about it, but seeing the manufacturing process in person was truly a sight to behold.
Director/Writer/Producer
While curbside pickup was nothing new, Food City decided to implement the new service in response to the pandemic. After Food City asked us to convince their shoppers to utilize the service over the holidays, I suggested we enlist Mr. and Mrs. Claus to help us get the message out. After all, if the busiest couple in the world utilize the ease and convenience of GoCart Curbside Pickup, surely your family might feel the same.
Director/Writer/Producer
I’ve found that every couple of years, this industry will throw you a particularly difficult challenge and this spot was no different. How do you make a tourism video look cool and exciting with such a painfully small budget? While it would have been easy to take a small crew around town for a pan-and-scan of all the must-sees, I have soft spot for my hometown and wanted to take this project to the next level. So I picked out some of the lesser known experiences about town and worked with my DP to come up with some really immersive textures and imagery.
Writer/Producer
Visiting the brand new NICU floor at East Tennessee Children’s Hospital was one of the most emotional days of my career, but also one of the most inspiring. Meeting with the families of the NICU babies and hearing their stories, I was blown away by the strength and hope they possessed despite such terrifying circumstances. I couldn’t think of a better way to illustrate what I witnessed than to write a letter from a mother to her brand new baby boy expressing the hope and excitement she felt on the day when their family could finally go home together.
Writer
Director/Writer/Producer
Writer
Out-of-Home marketing has got to be one of the most challenging mediums I’ve encountered during my time in advertising. So much to say in so little time. But with the right concept, you can really get away with saying very little.
Writer
Out-of-Home marketing has got to be one of the most challenging mediums I’ve encountered during my time in advertising. So much to say in so little time. But with the right concept, you can really get away with saying very little.
Writer
Aventa Renew by Eastman is one of the most exciting products I’ve gotten to work on…and also the most challenging. This revolutionary science allows Eastman and their partners to create food-service packaging that looks, feels, and acts exactly like plastic but is fully compostable. Because this science is so revolutionary, the challenge became working with the scientists to draft entirely separate messaging avenues to communicate the full scope of this science to manufacturing partners, restaurants, as well as the end consumer.
*If you’d like to see more examples of my work with Eastman, please reach out to rob@crawfordsgrove.com
Writer
Aventa Renew by Eastman is one of the most exciting products I’ve gotten to work on…and also the most challenging. This revolutionary science allows Eastman and their partners to create food-service packaging that looks, feels, and acts exactly like plastic but is fully compostable. Because this science is so revolutionary, the challenge became working with the scientists to draft entirely separate messaging avenues to communicate the full scope of this science to manufacturing partners, restaurants, as well as the end consumer.
*If you’d like to see more examples of my work with Eastman, please reach out to rob@crawfordsgrove.com
Writer