Challenge
ARCO gas needed to further extend their existing champaign to include new language about engine benefits. The current campaign centers on humorously making idioms literal.
Solution
Create content that can be understood with or without prior knowledge of the refreshed campaign. We researched a separate set of audio-friendly idioms for the radio spots, and leveraged the new visuals for the website.
Radio
These are my first broadcast spots! From researching idioms, to writing scripts, to casting and recording. This was a fun process.
Penny :30 (Stick around for the button at the very end!)
Pudding :30
Website
For their website, ARCO needed new copy to match the TV Spots. Striking a cord between informational and comedic was a tricky but fun task.
AD: Xochitl Orozco
Senior/Supervising Copywriter: Eric Aldama
