ARCO

Role: Copywriter

The opportunity: ARCO had gone completely dark—no advertising for five years. They needed to re-enter the conversation with a clear message: their gas is top quality, but costs less than the big brands. It was time to remind drivers they could get the same performance without paying premium prices.

The insight: When you're selling something this straightforward, don’t overcomplicate it. Just tell it like it is. So we did.

The solution: I developed a bold, all-copy campaign rooted in one idea: "Straight up gas." Then we ran with it—everywhere. From OOH to digital to broadcast, the campaign stayed laser-focused, smart, and simple.

To give it a voice (literally), I brought in JK Simmons as our “straight up” spokesperson. His deadpan delivery brought a sharp edge and memorability to the work—especially in radio, where the spots really stole the show.

The results:

Sales increased 3.4% in key launch markets.
Brand awareness jumped 21% post-campaign.
Ad recall doubled, outperforming category benchmarks.
Radio spots ranked in the top 10% for likeability and effectiveness in Nielsen tracking.