Wednesday, February 8, 2017

Do you believe? Roger that!


Recently my agency Joe Berkeley LLC  made a commercial for Shields MRI starring Tom Brady that went viral. It's had millions of views and been covered by every major news outlet.

The punch line of the spot, "roger that" has showed up on tee shirts, headlines, everywhere.

Adweek, which named Droga5 the Agency of the Year in 2016 the spot I wrote was better than Droga5's. They had a lot more people than I do, but to be fair, I had a really, really great Labrador retriever on my team.

So what did it all come down to?

You gotta believe.

I believed in the script. The client believed in the script. The director Bobby Farrelly believed in the script. Then the greatest quarterback of all time, TB12 believed in the script.

There are large organizations out there that have entire departments of people dedicated to disbelieving. They find the faults, create concerns, and water the work down until it's just bland.

In my opinion,  "Roger that" is short hand for believing in yourself, overcoming the odds, staying positive and never ever, ever, ever letting the bastards get you down.





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