Larry's work for Castrol spans so many years, it’s basically a history of motor oil marketing in America. It starts with the introduction of “viscosity and thermal breakdown” (a disease he helped invent back in the 80’s), includes the introduction of Castrol Syntec in the early 90’s and then the repositioning and “modernization” of Castrol GTX in the early 2000’s with the “Drive Hard” campaign. When he started working on Castrol it was a niche brand in America for small, mainly European, sports cars. By the end of his 20-year run (when BP bought Castrol and consolidated all advertising internationally), they were the number one DIY oil and one of the top three overall.
For years, Patrón tequila told the world they were “Simply Perfect.” But they never explained why. This campaign did just that. Each ad, video and online unit contained at least one fact about why Patrón is superior to the ever-increasing competition. In other words, it's a classic “RTB” campaign. After just one year, tracking studies showed a complete reversal in attitudes which had been softening over time. And, more importantly, slumping sales began turning around. Proof that when it comes to premium products, people still need reasons to spend the money.
This is the campaign that introduced America, and much of the world, to Yellow Tail wine. Avoiding all traditional wine clichés, we leveraged the wine’s most noticeable asset: it’s quirky name. And created a campaign that was simple, fun, iconic, and, unlike and any other wine advertising of the time. The results were unprecedented. In the wine industry, if you sell 100,000 cases a year, you have a viable brand. If you sell, 1,000,000 cases, you have one of the most successful brands out there. If you sell nearly 10,000,000 cases they write a Harvard Case Study about you. That case can be seen at www.hbr.org.
Pages and pages have been written about the BASF corporate campaign. It literally has became a textbook example of successful B to B advertising. The irony is that to accomplish that, we broke every B to B rule… and spoke to our target, not as businesses, but as consumers…as real people just like you and me. In doing so, we made BASF more relevant to them in human terms. And positioned BASF as more than just a supplier of materials, but as a partner who could help businesses improve their products and processes.
Most people know Steve Madden as the $2.6 billion company it is today. But when Steve brought his account to Hampel/Stefanides it was a mere $26 million company, just 3 years removed from when he was hawking shoes out of the back of his van. The “Madden Girls” campaign helped change that. In fact, Steve has publicaly stated that the campaign was one of the main reasons for his meteoric success. The work conveyed a myriad of personalities that connected with the real and imagined aspirations of our target (primarily teen girls). The look, via print, TV, cinema, online video, in-store posters and out-of-home, defined the brand for over 10 years. (The ads were also featured prominently in the movie, "The Wolf of Wall Street.")
Larry has years and years of automotive experience. He not only helped establish Volvo’s core values of safety, durability and longevity, he also added another value. His work for the turbo wagons had potential Volvo buyers thinking about performance for the first time. For Mercedes Benz, he educated people about the engineering prowess that went into every car, helping to justify the brand’s lofty price tag.
Hbo Home video
We used the most powerful tool at our disposal to sell HBO shows: the shows themselves. We produced scores of online videos which doubled as TV spots. And complemented them with magazine and newspaper print. Working with HBO and all their acclaimed programming was about as good as it gets creatively. But it wasn’t always sunshine and roses. Especially when dealing with the likes of David Chase, David Milch and Sacha Baron Cohen (who, to this day, still can’t understand why HBO wouldn’t include “throw the Jew down the well” in its advertising).