Pete’s Work | AUDIO
I have written over 10,000 radio commercial campaigns for thousands of clients across hundreds of product categories. Here are a few of my favourites. Unless stated otherwise, I conceieved of the ideas, wrote all of the copy, cast and directed all of the voice over talent and worked alongside the audio engineers who brought these ideas to life.
DOORDASH | DON’T MISS A MINUTE OF THE NRL
As the official delivery partner of the National Ruby League, DoorDash provided the tagline of “Don’t miss a mintute of the NRL.” With that as my starting point, I developed a campaign built around all of those exciting footy highlihts you DON’T see, because you’re too busy buying the food, drinks and other supplies for everyone else to enjoy whule they DO get to watch it all.
As well as writing the scripts, I cast and directed the VO talent and worked closley wiht the audio producer on the final mix.
This campaign received a Highly Commended at the Siren Awards in 2022.
SEXPO | FUN POLICE
When I received a brief to write a campaign for the adult themed expo and trade event Sexpo, I was presented with a minor problem; Most of the event’s attractions weren’t suitable for prime time radio. My solution was to not simply address this issue, but to make it the entire focus of the campaign. Inventing the character of the Fun Police, I was able to hide the explicit details in plain sight.
RED BUBBLE | FIND YOUR THING
It was early 2020, as people struggled to come to terms with what it mean to work from home during a pandemic, advertisers were looking for ways to make their products relevant in these “unprecedented times”. I developed and wrote this proactive campaign (inspired by actual products for sale on their website) for online clothing, artwork and accessories store Red Bubble.
PIE SOCIETY | NOT A HUMBLE PIE
To launch their new Heritage range of high end meat pies, Pie Society briefed SCA on developing a campaign that would sell a product that was all about taste, smell and sight, using only audio. Our solution was to personify the pie itself. My contribution was writing the scripts, but more importantly, casting the perfect voice.
TINT-A-CAR | DON’T DRIVE NAKED
When it comes to the damage that the sun’s UV rays can do to a person, driving a car with un-tinted windows is as good as driving naked. That was the brief I received from Tint-A-Car. My challenge was to turn three simple words, into a radio commercial campaign, “don’t drive naked”. My solution was to write a series of commercials built around other things you’d never dream of doing naked, so why would you drive naked? These commercials were a finalist for Best Commercial Campaign at the 2018 Australian Commercial Radio Awards.
JAYCO CARAVANS | DREAMING OF GETTING AWAY
Another entry in the series of commercials written during the pandemic, I conceived and wrote this campaign as a proactive pitch for Jayco Caravans as we were all getting ready for the world to re-open in late 2020. Much like that reopening, this campaign never eventuated. I have included it here because I think they are well written. But more than that, I feel like I got the casting and direction of the voice talent just right.
GOAT BEER | GOAT, GOAT & GOAT ATTORNEYS AT LAW
Always fun and always irreverent, receiving a creative brief from Goat Beer is never boring. They supplied the concept of “Goat, Goat & Goat, Attorneys at Law”, a campaign built around a half assed law firm paying out half assed settlements for half assed grievances. Even more fun than writing these commercials was working with the amazing voice over talent who made these characters their own.
SCHNITZ | SCHNITZ IT YOUR WAY
In 2021, Schnitz revamped their brand guidelines. I was given that document and tasked with using it as my creative brief. Within the new guidelines, Schnitz had separated their customers into four categories. Using those categories, I created a series of commercials specifically speaking to each one. For the next year, all of Schnitz’s radio creative was based on this campaign.