SHELLBACK RUM
ShellbackRum.com website
With playful, nautical-inspired copy, I helped launch E&J Gallo’s Shellback Rum brand to the masses. From the origin story of the Shellback name — a designation given to sailors who cross the equator — to product descriptions and recipes, the website introduced the brand to consumers and retailers as a premium yet accessible spirit.
Radio ads
I had a blast capturing Shellback Rum’s spirit of brotherly fun in these radio spots that aired nationwide every day on the Dan Patrick Show, the #1 sports program in the country.
out-of-home
Remember those old Michael Jordan/Spike Lee ads: “It’s gotta be the shoes”? Well, long before them—December 9, 1934, to be exact—the New York Giants won the NFL Championship thanks largely to their footwear.
"The team nickname should preferably relate to an untamed animal…synonymous with size, strength, agility, ferocity and cunning.”
Fans like to get into the action when their team is mounting a goal-line stand, but one anonymous onlooker took it a little further. Just before the snap, he ran into the end zone and lined up behind the Patriots’ linebackers.
The game of baseball was a little different in the 1880s, and not just on the diamond. In addition to their on-field jobs, players were tasked as stadium custodians, taking tickets and sweeping up after games. But one man united many in an attempt to change the system.
The press called it a heated battle, but when the M&M Boys weren’t smashing bombs, they were goofing around at home, Frisbee-ing their landlord’s Yiddish LPs across the Van Wyck Expressway from their balcony.
“Don’t make anything sordid out of this,” said Peterson. “We didn’t swap wives,” said Kekich. “We swapped lives.”
The 1974-'75 New York Islanders became only the 2nd team in pro sports history to win a 7-game series after being down 3-0. Was it the beards? Perhaps. But some might argue it was the elephant dung.
This is the story of a man who stepped up in the face of injustice to defend his brothers. Some might say he overstepped up.
“Bro, bro, bro, I do not know about you, but as for me, I am not getting on any time machine.”
Murphy was a weak-hitting backup catcher for the Phillies, but despite his shortcomings on the field he was a secret weapon off the field, sometimes even outside the stadium.
Brooklyn Superbas owner Charles Ebbets (as in Ebbets Field) couldn’t fathom why hard-working folks wouldn’t rather sit in his ballpark than in the pews on their only day off, and he was bold enough to try to make it happen.
The English Premier League boasts some of the best soccer players in the world—and for 21 memorable minutes in 1996, one of the absolute worst.
When New York Rangers coach Lester Patrick donned the pads for the first time, it made him not only the oldest goalie in Stanley Cup Finals history to this day, but presumably the least prepared as well.
At 5’9” and 120 lbs., Candy Cummings hardly fit the mold of a Hall-of-Fame pitcher, but what he lacked in size he made up for with ingenuity.
Shellback Moment/Broment of the Week
A one-minute native content feature on The Dan Patrick Show
Throughout 2014, as part of Shellback Rum's partnership with Dan Patrick's national radio show and podcast, Dan read versions of these vignettes on the air, followed by a Shellback tagline.
When Shellback's campaign concept shifted from audacity ("Make Way") to brotherhood ("In Good Company"), we changed the segment from "Moments" to "Broments."
No major leaguer had sported whiskers since 1914, but in 1972 when Reggie Jackson showed up to spring training with a full beard, Finley decided not to order him to shave it. Instead, Finley embraced it, and announced that he’d pay out a bonus to any A’s who grew mustaches.