Challenge: Create a :60 radio commercial that announced a Big Shot sports bottle promotion at participating Aplus Mini Markets. Needed to describe bottle and explain free/refill pricing elements as well.

Solution: Because it was a Philadelphia-area summertime spot, I decided to create a character with a certain type of Philly accent who has a little bit of Denis Leary's personality about himself. Cocky. Fast talker. Almost obliviously self-assured.

The talking style allowed me to place and re-peat a lot of information within the allotted time—the client liked the results so much, this character was used in other radio spots as well.

I also developed the final tag line, distilled from the company's legal guarantee language.



Concept: Keith Gillespie
Copywriter: Keith Gillespie
Agency: Geraghty & Roman