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Dan McCormack


CD/Writer

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Dan McCormack


CD/Writer

 

 

 

 
 
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Wrigley


Wrigley


Can senior citizens with zero followers have a greater influence than social influencers with millions of followers? This question led to an idea that inspired teens (and people) around the world to take actions that would ultimately change their lives and shape their futures.

"The 85-Year-Old Regret"

CD/Copywriter: Dan McCormack   |  CD/Art Director: Fernando Passos

ECD: Pedro Perez/Josh Gross


"Stanford's Story: The 51-Year-Old Regret"

"Lin's Story: The 83-Year-Old Regret"


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American Egg Board


American Egg Board


To relaunch the iconic “Incredible Egg,” we reframed the answer to the age-old question, “How do you like your eggs?” to get people thinking about eggs beyond breakfast and showcase the infinite number of ways to enjoy them.


We hijacked radio’s most boring unit – all 4 seconds of it – to inspire consumers with recipes that got them thinking about eggs beyond breakfast.  The campaign won “Most Innovative Commercial Use of Radio” at the 2018 Radio Mercury Awards.


(click images to scroll)

Recognition:

Communication Arts 2018 Photography Competition: Shortlist

Lurzers Archive: 2018 vol. 2


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Off The Street Club


Off The Street Club


Off The Street Club is Chicago's oldest boy's and girl's club, providing safety and mentorship for children on Chicago's violent West Side. On Veteran's Day we partnered with a local veteran's group to reframe the violence in Chicago for a nation that had grown numb to it.

"The Toughest Letter" | Directors: Cheese&Cracker

ACD/Copywriter: Dan McCormack   |  ACD/Art Director: Fernando Passos

CD: Pedro Perez/Josh Gross


At the Club's annual fundraising luncheon we projected this piece to create an immersive 360 experience that helped drive more at-event donations than ever. Ultimately our campaign not only raised enough money to keep the doors open in 2017, it was the most successful fundraising effort in their 116-years. The poem, read as voiceover, was written by me.

"Open Letter to the Street" (words by Dan McCormack)

ACD/Copywriter: Dan McCormack   |  ACD/Art Director: Fernando Passos

CD: Pedro Perez/Josh Gross


 
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Raid Ant & Roach Spray


Raid Ant & Roach Spray


Raid® Ant & Roach Spray kills seven times faster than the next leading competitor. Proving the efficacy of the product left us with a lot of dead roaches, so we decided to put their corpses to good use. Suffice it to say, 60,000 roaches were permanently harmed in the making of these ads.

"Roach Masterpiece"   |   Director:  Daniel Ryan

ACD/Copywriter: Dan McCormack   |  ACD/Art Director: Chris Cavilieri

Creative Director: Jonathan Linder

Executive Creative Director: Mike Roe


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Ziploc


Ziploc


Little Beasts was created by my former partner, Amy Ditchman, as an online video series. Following its success, the client asked for a sequel. Facing The Godfather 2-like expectations, we accepted the challenge and I think the resulting campaign lives up to the original. While the series lives on YouTube, this episode can only be seen here... until the client's legal team asks me to take it down.

"Classroom Chaos"   |   Director:  Rob Cohen

ACD/Copywriter: Dan McCormack   |  CD/Art Director: Amy Ditchman

Executive Creative Director: Mike Roe


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Volkswagen


Volkswagen


Tiguan

For this project we were asked to create a spot championing the Tiguan’s safety. Using the insight that a mother will go to any length to protect her child, we came up with this.

"Sacrifice"   |   Director:  Simon McQuoid

Copywriter: Dan McCormack | Art Director: Paul Oberlin

Group Creative Director: Michael Kadin


Passat

From "'Scuse me while I kiss this guy" ('Purple Haze') to "Wrapped up like a douche in the middle of the night" ('Blinded By The Light'), we've all belted out the wrong lyrics at some point in our life. But with the crystal-clear sound of the Fender Premium Audio System in the Passat, chances are you'll never embarrass yourself again.

"Rocket Man"   |   Director: Lance Acord

Copywriter: Dan McCormack / Ryan Scott / David Povill   |   Art Director: Ryan Hitzel / Ryan McLaughlin

Group Creative Director: Michael Kadin


Sign Then Drive Event

It's so easy to get a new Volkswagen during the 'Sign Then Drive Event,' you might forget that you're on a test drive.

"Vegas" & "Coming Home"   |   Director: David Shane

Copywriter: Dan McCormack / Scott Hansen   |   Art Director: Ryan McLaughlin

Assoc. Creative Directors: Mark Peters / Brian Friedrich

Group Creative Directors: Matt Ian / Michael Kadin


E-66: Electric Vehicle Project

(I'm pretty proud of this even though it's a five-minute video and nobody's going to watch it.)

In the summer of 2010, Volkswagen issued a challenge to its entire global agency network:  develop a program and strategy to bring a test fleet of Electric Vehicles to key markets around the globe.

A handful of agencies with the best ideas would receive funding and up to fifty Electric Vehicles to be used in their respective market. Our market was nearly the entire United States.

A few weeks after its submission, we were informed by the head client in Germany that our idea had set the bar by which all others would be measured, and in early 2011 we were awarded the project, which at the time was scheduled to launch in early 2014.

I have to say it was one of the proudest moments of my career. Unfortunately, after a few years of dragging their feet, Tesla beat them to the punch.

 

Copywriter: Dan McCormack   |   Art Director: Scott Wilson

Group Creative Directors: Eric Springer / Michael Kadin


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Oberto Beef Jerky


Oberto Beef Jerky


Eat Like An Alpha

Socrates had Plato. Batman had Robin. Crockett had Tubbs. History has proven time and time again that every Alpha has a Sidekick. And chances are, you’ve got one too. Unless of course – you’re the sidekick. How can you tell? Well, in order to be the Alpha, you’ve got to act like one. And that means eating a lot of Oberto Beef Jerky. This campaign explores the timeless dynamic that exists between dominant males and the friends who want to be just like them.

"Copstache" & "Jump the Pier" & "Hit the Head"  |  Director:  Randy Krallman

Copywriter: Dan McCormack / Jimbo Embry / Jason Rappaport | Art Director: Mike Bokman / Emily McDowell

CCO: Court Crandall | ECD: Curt Detweiler

Digital / Social / Brand Extension

We created EatLikeAnAlpha.com, where Alphas could assert their dominance over their friends and mess with them. Guys could tag friends as their "Sidekick" in Facebook photos, create "To-do" lists and email them to their right-hand man, and send them links to ridiculous sites, where, if they clicked on the URL, they were redirected to our site where they were reminded to eat more Oberto. We also created e-cards for Alphas to send to their little buddy. Posters, coasters and (proposed but never made) "Sidekick Size" bags of jerky served as activation/extension pieces to round out the campaign.

To further reinforce the Alpha/Sidekick dynamic, we created a subsidiary brand called "Trusty" and created an online store where Alphas could order gifts for their Sidekick. These included t-shirts, hats,  jerky-scented cologne, shotgun/passenger seat covers and a one-of-a-kind Suzuki Sidekick.


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Sony Playstation


Sony Playstation


Playstation Sharpshooter & Killzone 3

During a :17-second lull between Volkswagen projects, my partner and I were given the opportunity to help out on Playstation. Then all hell broke loose on VW. Somewhere in the madness, we sweat out these spots starring Vice President of the Planet, Kevin Butler. 

"Reversible KB" & "Fish in a Barrel"   |   Director: Randy Krallman

Copywriter: Dan McCormack  |  Art Director: Scott Wilson / Elias Morales

ACD: Josh Fell

Creative Director: Jason Elm / Mike Bryce


Brand Extension

To promote the launch of Killzone 3, we mailed 500 individually numbered bags of toy army men to journalists, bloggers and key influencers across the country a few weeks before the launch of the game.

But instead of the classic green army men, each bag contained 10 Helghast soldiers and, somewhere deep inside, a lone ISA Marine, to give gamers a taste of the overwhelming odds they’re up against in Killzone 3.

Bloggers ate it up and the unpaid media impressions the pieces garnered far outweighed the cost of producing them. Some bags ended up on eBay or become prizes for online contests.

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Copywriter: Dan McCormack  |  Art Director: Scott Wilson / Elias Morales

Creative Director: Jason Elm / Mike Bryce


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The Sound Advice Project


The Sound Advice Project


According to the brief, children whose parents talk to them about drugs are up to 50% less likely to experiment with drugs. But with all the anti-drug messages saturating the airwaves, we figured the last thing anyone needed was another television commercial.

So, we created a unique, interactive online experience where parents could record a message of love and support for their child. That message was then visualized as a sound wave and translated into a wearable bracelet, turning the medium into the message. 

Copywriter: Dan McCormack / Jason Rappaport  |  Art Director: Mike Bokman / Emily McDowell

CCO: Court Crandall | ECD: Curt Detweiler


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ESPN


ESPN


ESPN College GameDay

Since the inception of College GameDay in 1987, ESPN had asked for a new campaign every season. In 2007 they challenged us to create a campaign that not only had legs but also gave fans a "behind the scenes" look at GameDay and increased traffic to collegegameday.com.

To answer this challenge we created “How Well Do You Know GameDay?” - an interactive campaign that established a bridge between the show's on-air broadcasts and their online efforts - bringing fans closer to the show experience than ever before. Spots posed "true or false" questions to viewers about how well they knew the iconic show and directed them to the web site to get the answer.

  • In 2009, we introduced mobile answers, where fans could submit their “true or false” choice via text message and receive a link to a video with the correct answer. At the time it was one of the first ad campaigns to use text messaging to interact with an audience.
  • In 2010, with collegegameday.com firmly established, we ended the "true or false" setup as the campaign evolved, with spots tapping into and celebrating school traditions and coaches.
  • In all, the campaign ran for six years and over 60 spots were created. Hosts Chris, Kirk, Lee and Des called it their favorite GameDay campaign of all time.

College GameDay Television

"Purple Pimp"

"Bed Check"

"Eugene Switch-a-roo"

"Quiet Time"

"Gravity Boots"

"Howard's Rock"

"Nick and the Little Debbies"

"Something For Later"

"Don't Sleep"

"Tressel's Twins"

Director: Ruben Fleischer (2007-2008)  |  Peter Darley Miller (2009-2012)

Copywriter/AD: Dan McCormack|  Art Director: Craig Ferrence (2007)  |  Shannon Tham (2009)

Executive Creative Director: Court Crandall

GameDay Digital Experience

Upon arriving at collegegameday.com, fans were tasked with choosing whether the spot was true or false. After making their choice, they were shown a video with the correct answer. They could also participate in interactive Q&As with the GameDay crew, watch video blogs and game highlights, post GameDay signs and vote on their favorite ones, and enter the season-long contest to see which fans could correctly answer the most spots, all of which fostered a stronger relationship between football fans and the College GameDay brand.


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Lexus


Lexus


Lexus had a long history of making safe, reliable, highly uninspiring cars. So when the RC F came along, this ad wrote itself.

ACD/Copywriter: Dan McCormack   |   ACD/Art Director: Ryan DiDonato

Group Creative Director: Jason Stinsmuehlen

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California Anti-Smoking


California Anti-Smoking


More often than not, nobody knows when they’re going to take their last breath. But if you smoke, chances are high it will happen unexpectedly. So we wanted to create a visceral reaction in smokers as to what their last moment could be.

"Zipper"   |   Director: Mark Molloy

Copywriter: Dan McCormack  |  Art Director: Craig Ferrence

Executive Creative Director: Court Crandall


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Ditech


Ditech


Ditech Rebrand

As David Ogilvy once said, “The consumer is not a moron, she is your wife.” So when we were given the opportunity to reposition Ditech away from its sub-prime reputation, we set out to speak to home buyers in a way they weren’t accustomed to - with respect.

The resulting campaign re-branded everything about Ditech - from the logo to the employee handbook to the way employees spoke to customers on the phone - all under the tagline, “People are smart.” It also won us a $70 million piece of business.

TV - Launch Spot

"People Are Smart"   |   Animation: Nylon

Copywriter: Dan McCormack  |  Art Director: Noah Clark

Executive Creative Director: Court Crandall


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2K Sports


2K Sports


The Bigs 2

The Bigs 2 takes baseball to a whole new level. From the players to the home run challenges to the distance of the long balls they smack - everything about the game is bigger.

So who better than Prince Fielder to underscore the explosive, um, bigness of the game. And while Prince is a friendly, soft-spoken, gentle man, I wouldn’t want to collide with him at home plate.

"Two Trains"   |   Director: Peter Berg

Copywriter: Dan McCormack / Matt Sherman  |  Art Director: Mike Bokman / Shannon Tham

CCO: Court Crandall | ECD: Curt Detweiler


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ESPN Shorts


ESPN Shorts


ESPN Shorts are essentially :90-second mini-films that aired during SportsCenter over the course of 8 weeks. The only mandate: seamlessly integrate Domino's pizza into each spot.

For the second year of the Shorts series, we created this campaign centered around Professional Sports Party Planner extraordinaire, Stanley Palochak. We also ate a lot of pizza.

"Professional Sports Party Planner Extraordinaire: 1-4"   |   Director: Bob Rice

Copywriter: Dan McCormack  |  Art Director: Craig Ferrence

Executive Creative Director: Court Crandall