For many reasons, not the least financial ones, TV commercials (TVCs) are considered the best part - the crème de la crème in fact - of any agency’s portfolio. Producing a TVC may seem to be a terribly glamorous thing to do, but the reality is usually very different.

Dollar for dollar, producing and airing a TVC is very, very expensive. So you have to make sure that you get the TVC ‘right’. And there will always be lots of people to help you do so. Every TV commercial you have ever seen will been studied and critiqued to death by creatives, account service and clients before it went on air. So then, why are most TVCs crap?

The answer is probably because they went through this extensive critical gauntlet. Have no illusions, for any creative person the whole process of getting a TVC on air can be a very ego battering experience. Nonetheless, when things go right, it can be a very empowering and inspiring experience. What you’ll see here are TV commercials that I am particularly proud of, for various reasons. Hope you like ‘em!

I love writing radio commercials. Just love it. It’s like been on a tightrope: there are literally no limits and you have no one but yourself to blame if anything goes wrong. They offer limitless creative opportunities because concepts that would cost a fortune to execute on TV can be conveyed with the simplest of sound effects. So why then are most radio commercials so bad? Probably because clients, agencies and, sad to say, copywriters simply don’t take them as seriously as they should.