Jay Sandusky

This online video campaign achieved unheard of click-thru rates (over 70%) and propelled Biotrue from challenger to the category leader. They’re also funny as hell. 

Carmax is creating a series of objective—and entertaining—videos about about cars it has for sale. I’m the writer.

Brand loyalty begins with a sale. We called it Branded Retail. These ads are a good example. They aim to re-brand harness racing as fun, intense and hip (as opposed to quaint, slow and a little silly), while also putting butts in seats. These spots generated near record attendance and handle at the track. 

After years of encouraging New Yorkers to recycle with ads populated by cartoon recycling bins, we decided to create a campaign that felt more grown up — and more truly “New York.” Since every single New Yorker is required to recycle, I created a strategy that positioned recycling as the most New York thing anyone could do. What happened after that is a classic advertising story. Ask me about it when we meet. 

At the time, this was the most successful anti-smoking in the history of New York City (it may still be). The campaign, which I wrote and co-conceived, outperformed the city’s next best effort by 43% — generating over 40,000 calls to the NYC Quitline during the two-week campaign. 

Following the devastation of 9/11, the NYC and New York State Offices of Mental Health, along with FEMA, created a program to provide counseling to anyone traumatized by the events of that day. And I had the honor of not only working on it but coming up with the strategy and writing all the ads.

In a world resistant to therapy, these ads generated a staggering 500,000 calls — from just the NYC area. Directed by actor, director and producer Bob Balaban (Gosford Park, Seinfeld, A Mighty Wind). 

After two years of not being on the air, the Yankees were finally back on the YES Network in NYC. The approved concept included classic Yankee footage. But when the client failed to deliver that content, we needed to inspire nostalgia the next best way — with fans’ memories. The spot is called Goosebumps. “What will you remember?

The rare direct marketing TV spot that pulls at the heartstrings and drives response. This spot beat the control in every market. It also set a new standard of production and quality for TIAA-CREF. Directed by Oscar-nominated cinematographer Ed Lachman (Erin Brockovich, Far From Heaven), it was so popular it was later repurposed in multiple states by TIAA-CREF’s 529 division.

Part of a re-naming and complete rebranding of what was Greater Richmond ARC, an organization that enriches the lives of individuals with disabilities—and their families. This was made for only slightly more than 85 cents.