Mark Hertweck

The “There’s Nothing Sexier Than a Man Who Cleans” Super Bowl spot for Mr. Clean was a huge success, providing much-needed modern-day mojo for the dated 50s icon.

These steamy print and social executions pick up where the TV left off, bringing Mr. Clean’s sultry new image to grocery store aisles and Facebook pages where moms and dads wait to be swept off their feet by Mr. Clean’s spotless charm.

BATCH19 is all about bringing back pre-prohibition-style beer. But why stop there? Why not bring back all things big and bold from the days before Prohibition made society soft?

That was our thinking when BATCH19 asked us to come up with a big idea to promote their annual Repeal Day celebration. So we hopped in our proverbial DeLorean, went back to the early 1900s, and brought back the biggest, boldest thing we could find—a pre-prohibition beer truck.

I love the storytelling opportunities of real estate branding. To truly express the essence of what a home offers, you have to go beyond the number of bathrooms and bedrooms, imagine the memories of the families who will live there will create, and express them through heart-warming stories and beautiful design.

Ad Copy:

It’s Sweeter When Shared.

You approach the front of your neighbor’s home with gift in hand—a jug of homemade sweet tea. You’ve seen the inside of all the other homes in Cutter Creek, but this is your first chance to see one of the custom homes. So you’re really hoping to be invited in. Ring the doorbell, hold up the tea, and smile. It worked. You’re in! When it comes to meeting the neighbors , you can never go wrong with sweet tea.

Ad Copy:

Add a Dash of Vanilla.

You pour the batter onto the griddle, waiting until it bubbles, waiting until your spatula slides right under. You’re glad you remembered to add a dash of vanilla because you know the best way to wake up on vacation is to the smell of hot pancakes.

Soon they’ll be coming downstairs—your kids, the cousins, and even your brother who never seems to take time off work. They’ve all come here to spend their vacations golfing, swimming, hiking, and relaxing in the serenity of Cutter Creek. Which means you better make more pancakes, because with all there is to do in and around the community, they’re going to need all the energy they can get.

Body Copy:

Your kids are always trying to wreck their school clothing, and we have to admit we’re not helping much. Our 1,200 acres of open space and protected wetlands can destroy an outfit in no time. Dress shoes don’t stand a chance along the shores of our 450-acre lake. And while you might get tired of doing all that laundry, we can promise your kids will never get tired of having so many adventures waiting just out the front door.

Henry Weinhard’s beer had always carried his name, but his quirky, mad scientist persona was never part of the brand. To stand out among a dozen other beers with German-sounding names, the brewery asked us to help put Henry’s eccentric character on full display. The following are examples of packaging copy I created that successfully combines Henry’s silly likeness with the various styles in Weinhard’s portfolio.

For Blue Moon’s legions of loyal fans, the yearly release of Summer Honey Wheat (the brand’s summer seasonal) had become as essential to the start of summer as koozies and cornhole.

In this TV spot, we sought to capture that connection by using stop-motion animation to transform the brewing of Summer Honey Wheat into the brewing of summer itself.

In the early 90s, So Delicious changed the world forever by making dairy-free desserts that were actually delicious—not flavorless imitations of the real thing. And while the desserts themselves were telling this story, the branding wasn’t at all. It was reserved, subtle, and kind of boring.

So, we tore it down to the studs and rebuilt it in a way that conveyed the brand’s true flavor-obsessed nature.

Sport fishermen love light beer as much as pickups and camouflage. But they are not very brand loyal. So how do you get them to reach for your eighteen-pack over another? You put it all on the line (see what I did there?), throw mass appeal in the lake, and develop a campaign that speaks directly to the guys with nightcrawlers in their cups and lures on their hats.

Over the past decade, one of the biggest trends in beer has been to drink locally. So when MillerCoors decided to expand the distribution of BATCH19 nationally, we knew it would require a unique strategy.

Our idea was to use the beer’s pre-prohibition roots to take drinkers back in time and tell them a story about how Prohibition impacted their home city, allowing BATCH19 to gain local appeal without pretending to be a local beer.

When I started working with ListenUp, they were in the dark ages for marketing consumer electronics–print, direct mail, radio. With a new website, complete with e-commerce capability to take their unique high-end tech. experience to a national audience, I helped them modernize by ramping up their social efforts with robust content across YouTube, Instagram, and TikTok. This is a smattering of content I wrote, produced, managed, and edited. Check out my stop-motion skills in the first headphone video—watch out Tim Burton.

Fall pumpkin ales had reached the point of saturation—every brewery had one. So when Blue Moon asked us to develop a web video announcing the release of its Harvest Pumpkin Ale, we knew we needed something different.

Building on the brand’s equity of Artfully Crafted ales, we created an event that brought fans and brewers together to paint a giant mural in honor of fall. But instead of brushes, we gave them pumpkins filled with paint and a water balloon launcher. Ready, aim, fire!

Imagine trying to get the attention of a mother flying down a grocery store aisle with four kids and a mile-long to-do list.

That’s the challenge of working on Febreze point-of-sale. You have to stand out. You have to communicate the product benefit. And you have to do it in under four seconds. Here are some executions capable of traveling at the speed of Mom.

I geek out on brand strategy. I love digging into a brand’s DNA and discovering its persona, purpose, and beliefs. And then, building the brand book—the brand manifesto, visual ID, and especially, tone-of-voice and messaging strategy. While working at Danone North America as an Associate Creative Director and Brand Strategist, I helped give voice to a lot of brands. One of my favorites was for Dannon Light & Fit.

Guess what? Grandma and Grandpa still know how to get down. Bad visual, I know, but when Polaris launched its new premium electric golf cart, aimed at retirement community residents, we wanted to stand out among all the other brands promising youthful rediscovery. The result was this print campaign using headlines that appear to be sexually suggestive, but are completely innocent statements of the product benefit. Get some, Grandma.  

When creative teams lock themselves in small spaces for days to develop ideas, the result is usually awesome work.  But the workspace itself—not so awesome. Using some of the cleaning brands we had as clients, along with some fun cultural nuances unique to the agency world, we developed this poster series to put up around the agency in hopes of inspiring some much-needed cubicle hygiene.

After decades of kneeling at the altar of Harley Davidson, riders began to sense their two-wheeled god was more concerned with a rebellious image than a quality bike. Built on the belief that power and performance evoke a greater feeling of freedom than a loud, angry engine, Victory knew it could restore hope to the faithful. We developed a campaign that hit directly on that insight, reminding riders that the best thing about motorcycles isn’t the feeling of rebellion. It’s the feeling of adrenaline.